Everlane. Is it sustainable Fashion?

Image via Everlane Blog.

Everlane is a San Francisco Start-up, which tries to reinvent  the price of luxury by cutting out  the middle main (aka the retailer), only selling online and without brand mark-ups. You have to sign up as a member to shop and at the moment you can only buy T-shirts. They are planning on expanding their product range soon, but at a price of no more than 100 $ per item. The quality will be the same as other luxury brands.

But despite their recently posted Illustrations about the manufacturing chain on their Blog, there is not aword on paying decent wages or using organic cotton.

A company that appears Fairtrade and Green but isn’t? Or is it just my impression that their marketing is a little bit misleading?

What do you think?

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