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Today, Everlane dropped its very first denim collection, and a lot of people are pretty excited — 45,000 people, to be exact. That’s how long the waitlist was for the jeans, which come in three styles for women and two styles for men.
The women’s jeans come in a mid-rise skinny, a high-rise skinny, and a “modern boyfriend,” which is a relaxed, slightly less slouchy version of a regular boyfriend jean. Men’s fits include a slim and a straight. Oh, and they’re all $68.
Everlane founder and CEO Michael Preysman says that the brand opted for classic cuts rather than what’s super trendy right now, like a cropped flare or a wide-leg. (You can read a little bit more about that here.)
“Denim’s challenging. You have to nail the fit out of the gate. You only get one shot,” says Presyman. “To get it right, we spent a lot of time with customers to make sure they fit true to size.”
As for how Everlane nailed it — which most of us at Racked agree that it did — Preysman says it was just a lot of good old-fashioned communication. “Honestly, it’s not rocket science. It’s spending time with customers, that’s it. The more you spend with customers, the more likely you are to get the right fit — as long as you listen to them.”
In line with Everlane’s philosophy of “radical transparency,” there’s also plenty of information about the factory where the jeans are made to go along with the launch. The facility making the jeans in Ho Chi Minh City, Vietnam, puts a big emphasis on sustainability. The factory recycles 98 percent of the water that’s used during the denim-finishing process; it also mixes the byproducts from the manufacturing process with concrete to create bricks that are being used to build houses near the factory.
If all that doesn’t sell you, the under-$100 price tag should. “A premium pair of denim should cost $68,” says Preysman. “It should not be $200. That’s just the reality.”
If you live in New York, you can try them on now through September 10th at 39 Spring Street.