By Jessica Schiffer.
Everlane will launch its first denim collection on Thursday at New York Fashion Week. According to the brand, by Tuesday, the wait list for the collection’s styles was over 40,000 — the largest yet for Everlane, which routinely releases styles that sell out.
To fete the launch, the direct-to-consumer brand will roll out “Denim Counter” pop-ups in New York City (September 7-10), Los Angeles (September 21-25) and Portland (October 20-21) over the next two months. (The brand currently has showrooms in San Francisco and New York City, where its offices are based, and plans to open its first permanent storefront in San Francisco’s Mission District later this year.)
Read more at Glossy.