Get ready to go gaga for Everlane's new Mission flagship
(Photography by Sothear Nuon)

Get ready to go gaga for Everlane's new Mission flagship


On the cutting edge of ethical fashion, everyone's favorite basics brand has made the leap from the interwebs with a shiny new flagship store in the Mission.

If you're into fashion, you've most likely been to Everlane Lab—the testing grounds for this new space. So you're wondering, what's the big deal about this new store on Valencia Street? For starters, it's bigger. And obviously better, with offerings you can't even find in New York's Prince Street shop.

The space is as you'd probably expect: minimalist and pleasant, with the Everlane aesthetic is apparent in thoughtful design elements like tiered geometric shelving, fair wood countertops, and sunshine pouring through lovely round skylights in every fitting room.

The store is divided in sections for men and women and stocked with spring iterations of their signature pieces—the relaxed jean shirt, cropped jeans, chinos. We're loving the dedicated shoe area dotted with the brand's popular-cuz-they're-so-dang-comfortable mules, loafers, sandals, and the low Day heel in poppy hues such as candy red and light coral.

Among Everlane's newest and already most popular offerings, the sustainable denim holds down its own wall; made with 98 percent recycled water and renewable energy, these jeans are 85 percent air-dried in what the brand calls the "world's cleanest denim factory." (Even the residual toxic sludge is transformed into bricks to build affordable homes).

You can shop almost the entire collection IRL, but since old habits die hard, you can also peruse the goods on iPads at the browsing station and then add them to your cart for speedy checkout. Get home with the wrong size, or change your mind about a color? A separate returns counter makes exchanges a snap.

In line with the mission to be radically transparent, the store also provides information on each of their factories in unique sound booths: Pick up the receiver to learn about where their denim and tees are made. Another section is dedicated to community-focused campaigns including 100% Human, which donates to the American Civil Liberties Union (ACLU); and the just-launched 100% SF kit, which gives back to Dolores Street Community Services, helping low income and immigrant communities in the Mission. (They're planning on donating $20,000 to start). On our visit, staffers were wheeling around a Radio Flyer wagon filled with pies for people in the community.

The store opens to the public this weekend. Happy shopping!

// 461 Valencia St. (Mission),

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