Nearly a year after joining the San Francisco-based, direct-to-consumer sustainable basics brand, chief executive officer Andrea O’Donnell spoke to WWD exclusively about her strategy and planting a flag at New York Fashion Week.
, she’s hired a new global creative director, Mathilde Mader, a Central Saint Martins graduate who worked with Kim Jones during the formative years of his namesake brand, as well as with Vanessa Bruno, Sonia Rykiel, Marni, Mulberry and By Malene Birger.
“We’re introducing the idea of a forever wardrobe, and connecting that to the fact that people only wear 10 percent of the clothes in their closet, so if it is that 10 percent you return to time and time again, what would those pieces be?” Efforts are also being made to increase the size range in brand imagery; current sizing goes from 00 to 16, XXS to XL, 25 to 35 for denim and up to XXL in active and swim.
“Michael is the chairman and founder, he is entitled to an opinion, and I admire him. I come with 30 years’ experience in an industry where there is a certain way of doing things. He has none of that,” said O’Donnell. “So he may come at me with an idea that’s contrary to everything I’ve been taught but I’m intrigued by it and challenged by it. I like people to challenge the status quo, to ask why and to be thinkers and Michael is all of those things. I see him very frequently.
“We’re daring a bit more. We’re still the Everlane from before, but we want to have a bit of fun. We’re owning our femininity and it’s a bit more put together,” said Mader. For 2022, the goal is to get the women’s business back on track, then in 2023 to build back shoes and accessories, and in 2024 to focus on men’s, which currently represents just 15 percent of revenues, versus 65 percent for women’s and 15 percent for accessories.
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