Everlane denim pop-up launches in Soho

By

Rebecca Taras

Published
Sep 6, 2017

In an effort to promote Everlane’s new affordable denim line, the popular etailer is opening a pop-up shop in SoHo on September 7.

The New York shop — located at 39 Spring Street — will be open until September 10. According to the company’s website, additional shops are slated for Los Angeles and Portland. While Everlane has always been known for its affordable array of high-quality casual wear, its new line of $68 jeans made from quality sustainable Japanese denim is anticipated to take the brand to another level in terms of product and production. The company even went to great lengths to find a sustainable factory that wouldn’t have a negative impact on the environment — the end result was the Saitex factory in Vietnam.

Everlane is calling the new denim concept shops “denim counters,” which is completely separated from current “lab” stores in New York, LA and Portland that offer Everlane’s complete line of clothing. Each pop-up will be stocked with the brand’s signature jeans made with only a two percent stretch so they retain their shape. There are three styles available for women (high-rise skinny, mid-rise skinny and modern boyfriend) and two for men: slim and straight.