When Everlane first started, its founder swore that he would never open brick-and-mortar stores. As the brand has evolved, he changed his mind — and I’m glad for it. I’m one of those customers who prefers shopping in an actual store. I tend to browse online first to get an idea of the offerings, but ultimately, I like to see and touch something in person and try it on. Everlane opened its first store in New York in December. Its second location, in San Francisco’s Mission District, just opened on March 3.
Everlane’s San Francisco store opened in the Mission District.
I heard from a friend that shoppers mob the store on weekends, so much so that they have to form a queue outside, so I dropped by on a weekday. As you might expect from a brand that champions minimalist design in its clothing, its San Francisco flagship feels minimal and uncluttered. There’s lots of natural light filtering in and ample use of light-colored wood and the color white. When you walk in, the registers are to your left and a dedicated returns counter is to your right.
The store gets a lot of natural light.
Women’s clothing was to the left and men’s to the right. Up front is a new arrivals section, and then denim just beyond that. The organizing principal for the rest of the clothes seems to be color. This is how I organize my own closet and my bookshelves too, so I have no complaints there.
Cropped City Anorak – $78
At the back of the store is an area that looks like amphitheater-styled seating, currently used to display bags.
Day Market Tote – $165, Day Magazine Tote – $165
On one wall towards the middle of the store were listening stations where you could learn about Everlane’s factories. I didn’t stop to listen — I was too distracted by the clothing and shoes — but will take a listen next time.
One disappointment is that it seemed that only a small percentage of what’s offered online is actually out on the sales floor. For example, I didn’t see any zip totes or pocket totes or the cotton collarless shirt dress. For those items that were in stock, there were only a few sizes of each of them. In some cases, there were hardly any sizes at all.
I was looking for one particular sweater, but the store was completely out of XS in any color, both on the floor and in the back when a sales associate checked. Another item I wanted to try on was the cotton long-sleeve V-neck crop sweater, but I found only one and it was not in my size. I was there in the middle of the day, by the way, not at closing. Hmm, the inventory is too minimal, Everlane.
My favorite part of the new store: the skylights in the dressing rooms.
My favorite feature of the store, though? The circular skylights in the fitting rooms! I was delighted to look up and see a porthole to the sky. So many fitting rooms have iffy lighting at best. (Many of them have lighting that, frankly, sucks.) I loved having natural light in the fitting room.
And yes, that means I tried some things on. I even took something home. Stay tuned for new reviews! (To see all my Everlane reviews, go here.)
