The company tells us that, “When we set out to develop denim, we were told we couldn’t do it all. That commercial denim destroys the environment. That only super-stretchy sells. That designer jeans need a designer price tag. Good thing we don’t do what we’re told.” The Everlane team has been developing this line since launch, with the demand for a comfy tee seven years ago, the team could not deny the need for a perfect pair of jeans. The basis of the company is made up of three qualities: know your factories, know the true cost, always ask why. Denim is indeed a dirty business to do—affecting the environment with every pair made doesn’t come across as innovative.
So we’re hopeful that the Everlane team delivers a pair of denim that will last us through the ages.
// 2170 Folsom St., Mission; $68, everlane.com
