Source: Shein is acquiring SF-based DTC clothing retailer Everlane, which was founded on sustainability and “radical transparency” principles, in a $100M deal
The Millennial D.T.C. company built a global brand based on sustainability and radical transparency.
Puck Lauren Sherman
Related Coverage
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- ‘Cleaner Fashion’ Brand Everlane Reportedly Being Sold to Fast-Fashion Company Shein Just Jared · Bradley Stern
- Shein buys Everlane at $100M, and the radical-transparency brand becomes a fast-fashion asset The Next Web · Alina Maria Stan
- Shein to acquire Everlane in $100m deal TheIndustry.fashion · Tom Bottomley
- Shein said to buy Everlane from L Catterton for $100m Tech in Asia · Aiko Gao Ishida
- Shein acquires Everlane in $100 million deal Yahoo Finance · Cris Tolomia
- Shein To Acquire Everlane For $100 Million Forbes · Clara Ludmir
- Everlane is reportedly selling to Shein. The era of millennial optimism is officially over Fast Company · Elizabeth Segran
- Shein Reportedly (and Confusingly) Acquires Everlane Fashionista · Catie Pusateri
- Everlane Has Been Sold to ... Shein? The Cut · Danya Issawi
- Shein Pays $100 Million for Sustainability-Focused Clothing Seller Everlane PYMNTS
- Everlane is reportedly being bought by Shein, and getting dragged for it online The Philadelphia Inquirer · Emily Bloch
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- Sustainable fashion brand Everlane reportedly selling out for $100 million to fast-fashion tycoon Shein: ‘Tell me this is a joke’ New York Post · Kyra Breslin
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- Everlane, A History — 11 items in this article 2 items on sale! New York Magazine · Ambar Pardilla
Discussion
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@tomaxwell
Thomas Maxwell
on x
$100 million is way more than I would've guessed Everlane is worth
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@leehepner
Lee Hepner
on x
Everlane was a tech company with a brand ethos to offset fast fashion, but design (and quality) were backseat. The cultural pivot is toward a mix of luxury and second-hand. A K-shaped clothing industry with latent demand for skilled labor and upstream supply chain durability.
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@alisha_hg
Alis
on x
IMO this Everlane acquisition by Shein is probably the final nail in the coffin for the niche optimism around good branding, values, and customer goodwill being enough to sustain a brand that was rampant in the 2010s.
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@robertjbye
Robert Bye
on x
Awful news. Shame on Everlane for this. Stick to ethical/organic brands like these and buy less but better: https://yesfriends.co/ https://waxlondon.com/ https://asket.com/ https://wearpact.com/ https://taylorstitch.com/ https://kotn.com/ LMK if you know of others
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@wongmjane
Jane Manchun Wong
on x
What's some good alternatives to Everlane now that SHEIN owns it? Quince?
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@zedonarrival
@zedonarrival
on x
everlane was clipped when they fired the customer team days after they expressed wanting a union at the beginning of covid
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@pitdesi
Sheel Mohnot
on x
Brutal- Everlane was supposed to be the anti-SHEIN, now acquired by SHEIN for $100M It was a VC darling when it launched, raising from KP, Khosla, Maveron and others (~$145M raised) I think the bet was that consumers would pay more for ethical, sustainable basics, and that
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@milkkarten
Rachel Karten
on x
everlane on instagram two days ago 🤣 [image]
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@mattxiv
Matt
on x
the concept of a brand whose whole thing was sustainability and transparency selling itself to SHEIN [image]
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@orenmeetsworld
Oren John
on x
Everlane has been spiritually Shein for quite a long time but a lot of millenials aren't ready for that conversation
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@seanfrank
Sean Frank
on x
Dtc brands will go down as the second worst venture capital asset class of all time This and crypto
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@gbbranstetter
Gillian Branstetter
on x
America in 2026 [image]
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@anuatluru
Anu
on x
1) Millennial ethical mid-range brands are dead/dying and selling for parts. Gen Z is driving a new culture cycle that splits high/low (luxury or vintage/thrift). 2) Conscious consumerism identity has migrated more to digital consumption (what you watch, which apps you use,
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@mcmansionhell
Kate Wehwalt
on x
9/11 for architects
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@_zeets
Zito
on x
So disappointing
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@chaykak
Kyle Chayka
on x
The millennial dream has turned to slop.......
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@svershbow
Sophie Vershbow
on x
Cool cool need to go buy 46 white t-shirts before the formula changes.
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@trungtphan
Trung Phan
on x
Everlane's latest Instagram posts suggest the Everlane social team had no idea this Shien acquisition was coming [image]
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@bryancsk
Bryan Cheong
on x
Visiting San Francisco's brick and mortar Shein store today [image]
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@bryanecano
Bryan Cano
on x
The Everlane acquisition honestly made me stop and think. It feels like every era of ecommerce creates its own “moat” that brands become obsessed with. 2010-2017: digitally native branding was the moat. 2018-2025: performance sophistication became the moat. and with the
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@rushabhpipada
Rushabh Pipada
on x
Everlane raised around $90M, peak valuation around $550M, and is now selling for $100M. Wild outcome for one of Gen 1 DTC's most iconic brands. Clothing is brutal. Venture money makes the bar even more unforgiving. I still remember the SoHo store launch - Lines outside the
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Arielle Jackson
Arielle Jackson
on linkedin
Everlane selling to Shein is one of those headlines that would have been unthinkable five years ago. …
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@miasato
Mia Sato
on bluesky
There are a lot of brands that Shein should buy that would make sense but nobody wants to hear it 🤐 — puck.news/everlane-is-...
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@dude.computer
Alex
on bluesky
everlane, the union busting assholes? wow crazy, guess the union wasn't the problem [embedded post]
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r/SustainableFashion
r
on reddit
Everlane sells to Shein for $100 million
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r/AusFemaleFashion
r
on reddit
Everlane sells to Shien for $100 million