Originally posted on TechCrunch:
Editor’s Note: Sales Marketing Manager Leslie Hitchcock is a non-editorial TechCrunch employee. In addition to working at TechCrunch and being super fashionable, she reviews startups and tech products occasionally on her personal blog, Leslie Just Joined.
Two weeks ago I sat next to Warby Parker co-founder Neil Blumenthal at a dinner. Because I cannot help myself when meeting someone as interested in the fashion world as I am, I naturally talked his ear off. What we specifically discussed was the panel Neil sat on at Disrupt called “When Will Fashion Tech Just Be Fashion?” One thing that came up in the panel was the concept of fashion startups disrupting traditional brick and mortar stores by cutting out the middleman and keeping prices lower, presenting a unique AND cheaper online customer experience. Win win, right? The market is booming with companies entering this space: Warby Parker, Shoes of Prey and Everlane to name a few.
Always up for a challenge and bolstered by my positive Shoes of Prey experience, I decided to give Everlane a spin. Everlane is built on the premise that it can manufacture and sell a $50 boutique-style t-shirt for $15. Its retail model boasts production of a t-shirt for a mere $6.50 and by cutting out a middleman, Everlane sells their discerning customer a designer dud for a decidedly non-designer price. A new collection of both clothing and accessories is rolled out each month, but only features a few select items so Everlane can focus on quality.