Everlane is weaving its commitment to conscious fashion with community.
The Bay Area brand brought a circular activation to Brooklyn over the weekend with the launch of a denim repair and mending program at its Williamsburg store.
The initiative underscores Everlane’s commitment to both circular fashion and to its community. The Denim Mend & Repair activation will run at Everlane’s Williamsburg store throughout November and continue over the next three months, marking the beginning of a broader effort to bring circular aftercare services to Everlane’s retail fleet.
Related Stories
Brooklynites were invited to bring their favorite pair of jeans in for repair—a service offered free of charge, for now—with collaborative offerings from local partners like denim expert Merica Lee and allergen-free Bubs Bakery founder, Jenn Saesue. As part of the program, customers who brought in their jeans over the weekend received 25 percent off their next pair of Everlane denim.
Repairs for the program were led by Lee, founder of her namesake denim brand, Merica Lee Jeans, which launched circa 2015. Her Greenpoint-based denim studio offers “everything from invisible reweaves to custom alterations,” per Everlane, as her work is “rooted in a lifelong appreciation for craftsmanship, sustainability and the beauty of a well-worn pair of jeans.” A larger activation highlighting Lee’s expertise and approach to denim craftsmanship is planned for early next year.
Williamsburg resident Saesue, meanwhile, brought her newly-launched allergen-free baked goods to the store, treating shoppers to her beloved (and frequently sold-out) cinnamon rolls and new pumpkin cheesecake bites. The celebrated New York hospitality entrepreneur hosted a “Saturday Morning Roll Call” on Nov. 15 that invited attendees to snack and learn about denim repair and care.
The Denim Mend & Repair activation follows the launch of Everlane’s EverPuff: the brand’s most circular outerwear offering yet, made almost entirely from certified recycled materials. To that end, the hands-on initiative is reflective of the company’s commitment to “Clean Luxury. Better For You,” Everlane said, by offering an “elevated service and community-driven experience while reinforcing the brand’s leadership in circular fashion and dedication to extending the life of garments.”
