40 FOR BUILDING THE NEXT-GEN CLOTHING BRAND
Five years after Everlane founder and CEO Michael Preysman declared that he would rather shut down his company than open a store, some 75 people are lining up outside of a minimalist glass storefront in Manhattan’s fashionable Nolita neighborhood. Inside, stacked on blond wood shelves against austere white walls, sit the unassuming objects of their desire: affordable, high-quality basics—$100 cashmere sweaters, $15 pima cotton T-shirts, $65 Japanese denim jeans. Most Everlane product launches these days are met by waiting customers, and the company’s inaugural store opening, on a brisk Saturday morning in December, is no exception.
“We’ve realized that there is much more to do to spread the [Everlane] story,” says Preysman, who plans to roll out additional brick-and-mortar outposts around the country in
