New York —
Millennial-focused consumer brands seem to have two options lately: Sell out, or pivot to AI.
I’m overstating it a bit, but hear me out.
Everlane, the retailer that built its brand around wardrobe staples and “radically transparent” pricing, is reportedly being sold to Shein, the ultra-fast-fashion behemoth known for its cheap and trendy knock-offs.
The irony is almost too on the nose: Everlane was a pioneer of 2010s do-gooder marketing, billing itself as an eco-friendly, sustainable fashion pioneer with ethical labor practices. (And, to its credit, it seems to have been actually doing the thing it said, according to fashion media.)
