The Abbot Kinney shop acts as a perfect complement to the brand's e-commerce.
Author:Dhani MauUpdated:Aug 22, 2019Original:Aug 22, 2019When Everlane launched online in 2011, it produced its first product, a T-shirt, out of a factory in Downtown Los Angeles before quickly emerging as one of fashion's first digitally native, direct-to-consumer success stories.
Like many urban-dwelling millennials, Everlane has long been a go-to for wardrobe staples for me, and walking into the sun-drenched, modest-sized shop felt oddly familiar in that there was not one item that I hadn't already seen online, and few that I hadn't either already bought or contemplated buying. For Everlane fans, it's not a place for discovery, but it is a perfect complement to the brand's e-commerce in that it offers those fans an opportunity to try everything on .
The store also has you covered if you're in the neighborhood and just need to re-up on your favorite white T-shirt. And for those consumers who may not be as familiar with Everlane, the store is located on one of L.A.'s only streets that actually get a ton of foot traffic, from locals and tourists alike, so it's sure to generate new business, too.
I live on the east side of L.A., so given this store's location and this city's traffic problem I honestly may never set foot in it again, but if Everlane were to open one in my area I could see myself ending up there regularly, with it almost serving as a more grown-up, less controversial, 2019 answer to American Apparel. Williamsburg is evidently next on Everlane's list, and given that Silver Lake is basically L.A.'s version of that neighborhood, I think it could happen.
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