Everlane
Shein · United States
Everlane is an American direct to consumer clothing brand founded in 2010 by Michael Preysman and Jesse Farmer, known for publishing the cost breakdown and factories behind its products. After years of majority ownership by L Catterton, it agreed in May 2026 to be acquired by the fashion platform Shein. The deal made it one of the most discussed ownership changes among digital native brands.
| Founded | 2010 |
|---|---|
| Founders | Michael Preysman, Jesse Farmer |
| Owner | Shein (acquisition confirmed 2026) |
| Previous majority owner | L Catterton (from 2024) |
| Headquarters | San Francisco, relocation to Los Angeles announced 2026 |
| Segment | Digital native, mid-market |
| Website | everlane.com |
What is Everlane?
Everlane is a US clothing retailer that began as an online menswear brand and now sells wardrobe essentials for women and men, including denim, knitwear, outerwear and shoes. Its founding idea, branded radical transparency, was to show customers what each item cost to make, the markup applied and the factory where it was produced.
History
The company was founded in 2010 by Michael Preysman and Jesse Farmer in San Francisco. Preysman stepped down as chief executive in January 2022 and remained executive chairman until 2025. Private equity firm L Catterton took a minority stake around 2020 and became majority owner in 2024. In May 2026 media reports said the board had approved a sale to Shein, and Shein subsequently confirmed the acquisition. Reports indicated that Everlane would continue to operate independently with its leadership team in place. Coverage widely noted the contrast between Everlane's sustainability positioning and Shein's fast fashion model. In April 2026 the company also announced plans to move its headquarters to Los Angeles.
Products and positioning
Everlane positions itself in the mid-market with durable basics. Notable product lines include:
- Cashmere, cotton and denim essentials
- ReNew outerwear made from recycled plastic bottles, launched in 2018
- Footwear such as the DayGlove ReKnit
- Capsule collaborations, such as one with singer Laufey in 2025
Business model and distribution
Everlane is primarily an online, direct to consumer business serving the United States and Canada. It opened its first physical store in New York's SoHo in 2017 and now operates stores in cities including New York, Washington, Boston, Los Angeles, Austin and Palo Alto. Its website details factories and price breakdowns for individual products.
Why it matters
Everlane helped define the digital native, transparency led brand model of the 2010s. Its sale to Shein shows how debt, private equity exits and slower growth are reshaping ownership of first generation DTC brands, and raises questions about how values based positioning survives under a new parent.
Frequently asked questions
Who owns Everlane?
Shein agreed to acquire Everlane in May 2026 and later confirmed the deal. Before that, private equity firm L Catterton had been majority owner since 2024. Reports said Everlane would keep operating independently.
What is Everlane known for?
Everlane is known for radical transparency, publishing the production cost, markup and factory behind its products. It sells wardrobe basics online and through a small number of US stores. It was one of the best known DTC brands of the 2010s.