Online store hosts pop-up workshop for wares
December 5, 2012
On Friday evening, the Meatpacking District hosted the opening party for the online-only clothing brand Everlane’s workshop.
The small but lively space at 74 Gansevoort St. featured cocktails, music and, most importantly, samples of their current clothing line organized by product type. Cashmere sweaters, merino wool scarves, silk blouses and canvas bags were among the prime selection.
The workshop, which will continue through Dec. 8, is a station where customers can have suede elbow patches sewn onto their Everlane cashmere sweaters every day from 4 to 8 p.m. In addition, a tie-making workshop was held on Dec. 4 and a leather belt-making workshop will be held on Dec. 5. The elbow patch workshop was held during the opening party, as well.
Employees modeled the brand’s pieces while answering questions about the brand.
The concept behind the company is to produce a limited number of high-quality products with the idea that customers do not need to buy hordes of clothing if what they own is well-made and versatile. In addition, the brand operates online only without physical stores or retail partners to keep the prices of their products lower for consumers.
At the party, Everlane employee Darryl Leung explained the production process.
“They try to place emphasis on transparency, where everything is from,” Leung said. “Our T-shirts are made in L.A., our belts in San Francisco.”
She said the goal is not simply to manufacture everything in the United States, though; certain items are produced overseas.
“The silk blouse is made in China because China has a rich history of silk production,” Leung said. “It’s about doing it the best way we can.”
The silk blouse, like all Everlane products, is very basic. The loose-fitting button down comes only in three colors: navy, mustard and gray. It costs $80, which is pricey for most college students, though some may find the quality of the shirt worth the cost as it is less expensive than what comparable items usually go for.
Other pieces to note include the cozy cashmere pullovers, which sell for $120 and look distinctly preppy with elbow patches. The Weekender travel bag sells for $95, comes in six colors and is perfect for weekend trips home. New seasonal items include a collection of cashmere sweater styles released on Dec. 3, as well as a limited holiday collection of ties and bowties in flannel and floral-printed cotton.
CAS freshman Dana Reszutek attended the opening party and found the company’s products and goals impressive.
“I like the concept of having a line where you know that you’re guaranteed pure, quality goods” she said.
She was not bothered by the basic style of the clothing.
“The simplicity of it makes it accessible to everyone. It’s good to have clean, simple basics that you can wear forever,” she added.
Everlane can be a good option for holiday shopping. Those curious about the products can visit the location. This week before placing an order to see and feel them in person at one of the workshop events and have an item customized.
A version of this article appeared in the Wednesday, Dec. 5 print edition. Ariana DiValentino is a staff writer. Email her at [email protected]