This is not just any launch of clothes that goes unnoticed. Everlane launched an underwear line on March 26, 2018 and before it had hit stores, it already had a 30,000 people on a waiting list! Several sizes even sold out in one day!
But why all the frenzy? Well, for starters, this is Everlane, so that should sum it up. This is a cult brand that offers high-quality clothes at affordable prices. But then there is more.
When it comes to female underwear, there were two options: sexy but uncomfortable or comfortable but with a visible line.
The way Everlane puts it, "Bras that push, pad, and squeeze. Fabrics that suffocate. Lace that chafes. The industry has made billions telling women that in order to feel sexy, they need to look like something they're not."
So they wanted to change that and create underwear that women would feel comfortable wearing. The two major points that the New York company cited were the affordable prices and the fact that the materials were produced in ethical factories.
Another major point that scores in favor of the company is their honesty at revealing the real costs of the fabrics and how much each piece would cost if sold by any other retailer with traditional mark-up prices.
Underwear styles include high-waist hipster, hipster, thong, and bikini cut at $12 each, available in white, blush pink, black, and grey. All four shades are also available for the $30 bodysuit.
It is not surprising that when the brand announced their underwear line, it already had a waiting list of 28,420 buyers. In less than 48 hours after the line was launched, some sizes were already sold out.