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Everlane Courts Male Shoppers with Normcore Staples That Are Built to Last

Sustainable basics brand Everlane has launched a new collection for men, made up of pieces that are designed to last.

The brand’s new Uniform line employs the same minimalistic, normcore aesthetic that has become synonymous with the Everlane moniker. But the collection, made up of 12 essential pieces ranging from T-shirts to jeans and bomber jackets, has been rigorously tested to “simulate a full year of heavy wear and washing,” according to the brand’s website.

Uniform pieces are subjected to 50 wash cycles before hitting store racks—15 times the industry average. The process is meant to guarantee that the clothes can stand up to everyday wear and tear, retaining their quality for years to come.

The garments are also put through 11 quality tests, which include post-wash checks for ” fabric strength, abrasion resistance, fading, pilling, and shrinking,” according to Everlane. Every Uniform piece comes with the 365 day guarantee, and the brand has agreed to replace any purchase that fails to live up to its quality claims.

“We’re so confident in the collection that in the unlikely event that a tee gets a hole, a sweatshirt collar shrinks up, an oxford loses its color—don’t sweat it. We’ll gladly replace it with a new one,” the brand’s website proclaims.

When it comes to product development, 117 individual fittings were conducted across the collection’s dozen offerings to ensure that the clothes were tailored to real men’s bodies. The Uniform collection includes t-shirts, oxfords button-downs, hoodies, sweatshirts, chinos, jeans and boxers in the brand’s signature, mostly neutral palette. Prices range from $18 for a basic tee to $88 for a bomber jacket.

Uniform will be available at all of Everlane’s national retail locations, which include stores in Los Angeles, San Francisco, New York City and Brooklyn.

Everlane, which launched as a direct-to-consumer startup in 2010, has made a name for itself as a leader in sustainable fashion with a cut-out-the-middle-man business model. The company has taken a focused approach to marketing to women over the past nine years, though, and the release of Uniform appears to be an attempt to court new male consumers.

The men’s apparel market, especially in the form of disruptive DTC brands, has garnered more attention from investors in recent seasons. Millennial men looking to refresh their wardrobes with alternatives to the staid, stuffy staples their fathers wore are now flocking to brands that offer a blend of style and performance, like Bonobos, Buck Mason and Frank & Oak.