San Francisco-based fashion brand, Everlane, announced the launch of their new denim line on their Instagram account (@everlane) this past Monday. Coming Sept. 7, Everlane will be releasing “denim you can get behind” and conscientious fashionistas are gearing up for the latest from this Eco-friendly company.

Everlane offers #DamnGoodDenim

Marketing is everything in the fiercely competitive fashion industry.

So, it’s worth asking whether Everlane’s campaign, #DamnGoodDenim will deliver on its promise. What makes their denim different from others?

On their website, Everlane tells curious consumers that denim “used to be made to last, but somewhere it became too distressed, too stretchy, too damn expensive. The real challenge? Make a premium denim to work today and ten years from now. In September, denim you can get behind.”

From the looks of it, Everlane’s denim appears to be quintessentially American and classic that is a far cry from fast fashion pieces. And likely, these are jeans that women are eager, not only to get behind but step into. That’s because Everlane has created a growing clientele, made up of smart, Millennial followers.

Everlane practices ethical production

Everlane is a relatively new company, based on of San Francisco. It started out as a strictly online company and only recently began selling items in physical retail spaces. But even without retail establishments, Everlane has always made it possible for their consumers to see exactly where their pieces are coming from. Transparency has always been a company value, and customers love this company for it.

Visitors to the Everlane website get to see exactly which factories Everlane works with, along with the products produced in each facility. Conditions are also openly disclosed. Leather shoes and accessories are made throughout Italy, in important cities such as Florence and Brescia. Chinese factories produce many of the clothing pieces, but these production centers are a far cry from common sweatshops.

Are Everlane prices too good to be true?

Usually, an ethically produced pair of jeans can easily cost over $100. How does Everlane manage to sell their damn good denim for just $69? From the very beginning, this company was committed to steering clear of exorbitant markups. (Normally, brands mark their products up eight times the cost of production.)

By cutting out the middle man, i.e., 8x markups and retail space, Everlane is making it possible for conscientious consumers to get their hands on beautiful pieces without paying an arm and a leg for them.

A popular piece, the Cotton Box-Cut Pocket Tee, rings in at only $16, proving that classic, staple pieces can have high quality without high prices. Let’s hope their premium denim is just as good.

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