What is Everlane, the sustainable fashion brand acquired by Shein?
According to AFP, fast-fashion giant Shein has acquired Everlane, the American sustainable fashion brand. Here’s a look back at the history of this brand, which champions “radical transparency.”
The announcement dropped like a bombshell. According to AFP, the online shopping platform Shein is set to acquire the American ready-to-wear brand Everlane. The giant has purchased the shares held by the private equity firm L Catterton, which is part of the luxury group LVMH and its CEO Bernard Arnault.
The announcement has sparked outrage among consumers, as Everlane has championed responsible fashion and “radical transparency” since its founding in the 2010s, as it still states on its website. While the value of the transaction has not been disclosed, the site Puck News reports a valuation of $100 million.
According to Everlane CEO Alfred Chang, the brand is “facing growing pressure in a rapidly evolving retail sector,” especially since the company went into debt after borrowing $90 million in 2022. The CEO nevertheless sought to reassure customers, promising that Everlane “will remain an independent brand, staying true to its values, its commitments to sustainability, and exceptional quality.”
Water and Fire
A statement that did little to reassure the audience, as this is indeed a union of two opposing forces in the fashion industry. On one side, Shein, the Chinese giant criticized for producing disposable fashion and for hosting third-party products on its “marketplace.” The site had, in fact, been singled out and threatened with suspension by French authorities after the discovery of illegal products.
On the other, Everlane, a champion of ethical fashion that prioritizes environmental preservation and employee rights. The brand still produces minimalist basics made from natural fabrics, with prices exceeding 100 euros for tops. Cotton T-shirts, meanwhile, are available for 45 euros when not on sale.
Flagship products and services
Founded by Michael Preysman and Jesse Farmer in 2010 in San Francisco, Everlane was once favored by celebrities such as Meghan Markle and Angelina Jolie. In its early days, the brand operated a waiting list to ensure it could produce the right quantities, according to a report by a journalist from the American media outlet The Strategist. The brand’s waiting list had, in fact, become a victim of its own success, with 60,000 sign-ups.
In 2014, with its growing influence, Everlane further established itself in the fashion landscape with a service delivering products within an hour of an order—even before Amazon had thought of it, as noted by The Strategist.
Then, a physical store opened in San Francisco and was accompanied by the launch of must-have products such as the Martiniano Glove Shoes, the 90s Cheeky Jean, and the Court Sneaker.
In February 2026, the American press announced that Everlane was now available on Amazon. “We didn’t understand that decision at the time. Looking back, it could have been a call to potential investors,” said the journalist from The Strategist.
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Featured picture: © Unsplash
