Everlane, the San Francisco-based, direct-to-consumer brand that has become a sensation based on its commitment to “radical transparency” in terms of pricing and ethical factories, has a new cause: By 2021, the company plans to be completely free of virgin plastics.
The plan was announced at a dinner held Tuesday on the rooftop of the Brooklyn Grange farm, hosted by Everlane founder Michael Preysman, along with Natalie Massenet and Nick Brown, who invested in the brand through their venture cap fund Imaginary Ventures. The food was by Dan Barber of Blue Hill, whose sustainable farming and cuisine philosophy dovetail nicely with Everlane’s. Lest the menu and speeches by Barber, Massenet and Preysman didn’t hammer the point of event home, the al fresco setting helped. As temperatures dipped into the 40s, guests ate huddled under Everlane blankets and sweaters in its new ReNew fleece, which is made from recycled plastic bottles.
“Michael and I have been joking, saying we thought we would host this dinner in a very, very cold place so that you would never forget how important it is to have a fleece blanket in your life, and this would sort of burn Everlane into your mind forever and ever,” Massenet
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