Have you heard of them? I hope so. If not, click through now and shop (it's no longer invitation only). I own an embarrassing number of items by them... sandals, bags, tees, sweaters, button-down shirts.
Don't tell my husband.
Actually, he's already noticed.
He resignedly refers to my personal style as 'Swedish minimal' (which, by the way, is redundant. Duh.) or something like that. I'm doubly minimal -- mininimal... doubinimal. I keep it simple.
My shoes are black or brown. I buy multiples of the same item if it looks good -- the black jeans, oxford shirts, ballet flats, matte red lipstick... all have siblings. My only 'purse' is Clare Vivier's La Tropezienne in brown. I said absolutely not to an engagement ring as it would clutter my simple gold wedding band. Can't have that. No clutter, domestic or sartorially speaking, thankyouverymuch.
Everlane caters to this neurosis beautifully.
It is exactly what I like... clean lines, good fit, high-quality fabrics and construction, a pleasantly tame color palette and tightly edited collection of SKUs. And (as as not to skim over their USP entirely) they are affordable because their entire brand ethos hinges on the concept of transparency in retail. They sell direct to you, their margins are (probably) smaller and no outside retailers need to take a cut.
Vince and Equipment (also brands I like/have bought) must be gently quaking in their (much dearer) boots.
The San Francisco-based Everlane comes to mind now because I had the good fortune to attend a pretty intimate dinner at Everlane HQ last Thursday, with the whole in-house team and 24 other random souls (like me).
My uniform: Tan sandals (Everlane), jeans, button-down silk shirt (Everlane), matte red lipstick (MAC).
I felt a bit like a geek wearing the t-shirt of a band s/he's about to go see live in concert to, you know, the concert. But I did anyway, and, as it turns out, so did everyone else -- including the Everlane staff. The band was wearing its own t-shirt! Sweet relief.
So back to the dinner party...
It was to celebrate Everlane's moving into a new (fantastic) space, and, I think, the brand's general awesomeness. The space is all white and window panes, lofty ceilings, soft natural light and painted concrete floors.
As dinner parties go, it was a success, probably because we, the invitees, were not granted a plus one to the event, thereby forcing us to -- gasp! -- mingle with one and other. Can you imagine? Not talking to the people with whom you arrived.
It was thrilling.
It was like the '90s, but way more stylish...
Frankly, that's not unlike how I am now thanks, in part, to Everlane -- like the '90s but a shade more stylish.