In a development that I consider both a blessing and my probable undoing, Everlane is opening its first brick-and-mortar store. That’s right: all those slinky-soft tees and chunky sweaters and dapper street shoes will be within reach of your fingertips—if you live in San Francisco, that is.
According to Racked, the direct-to-consumer brand has not disclosed a opening date for their flagship store, but it will be located at 461 Valencia Street, in San Francisco’s Mission neighborhood.
This news marks a significant shift in the management’s vision. Only two years ago, CEO and founder Michael Preysman stated, on the record, that the company did not plan on opening any stores. They certainly had no need to do so: as of last year Everlane was valued at $250 million. Some of their more popular items generate waitlists 15,000 people deep. And their casual-chic aesthetic, with its focus on neutral tones, is very nearly addictive (I speak from personal experience).
Confident in their success, Preysman now feels comfortable purchasing (tangible) retail space. After all, since 2011 Everlane has successfully cultivated a deep pool of loyal customers with their commitment to humane working conditions and wholesale prices (“radical transparency” is their slogan). And should they open stores across the country—Washington, DC is one possible location, but I’m just spitballing—they’ll become even more rigorous competition for well-established brands like J. Crew and Gap.
Previously, the retailer has held shopping events in New York City, as well as at the Everlane Lab, a showroom located at their office headquarters on Folsom Street. It’s uncertain whether the showroom—a “retail experiment” to try out new items—will continue to host customers after the flagship opens.
In the meantime, if you live in San Francisco, or are in search of a reason to move to San Francisco, or love Everlane so much that you’re willing to move there, you can take a look at their list of job openings. I will console myself with frequent visits to the site, where I am always convincing myself not to make purchases—but with varying degrees of success.