Acclaimed ethical and transparent direct-to-consumer fashion brand, Everlane, released its anticipated denim collection last week, garnering a wait list of up to 44,000 people, according to an Observer report.
One customer took to Twitter to express his shock at the coveted $68 jeans being placed on backorder the first day of its launch.
How are @Everlane jeans on backorder already?! They launched today!
— Lia | Garçonne Noir (@garconnenoir) September 7, 2017
The brand sold out of its inventory, but assured shoppers that more denim is on the way with a restock on Sept. 25.
We sold out of current inventory, but more are on the way! They’ll be available on the site as soon as we receive them at our warehouse.
— Everlane (@Everlane) September 8, 2017
The denim collection reportedly took two years to perfect, Everlane CEO Michael Preysman told the Observer. Preysman wanted to find a sustainable way to make the jeans, in order to meet the company’s promise to not contribute to the ‘dirty’ ways of denim production. Manufacturing takes place in Ho Chi Minh, Vietnam at the Saitex a Silver LEED certified factory. The facility recycles 98 percent of its water, air dries every pair of jeans and uses alternative energy throughout the production process to create top-notch denim with a minimal environmental footprint.