Everlane and the Death of the “Good” Millennial Life-Style Brand
Everlane, once a symbol of the millennial lifestyle brand, has been acquired by fast-fashion giant Shein. The brand, known for its transparency and quality, struggled to maintain relevance in a changing fashion landscape post-pandemic. This acquisition reflects a broader trend of millennial brands being absorbed by larger conglomerates as they face financial challenges.
- ▪Everlane was founded in 2011 and became a notable direct-to-consumer brand.
- ▪The company was recently acquired by Shein, a major player in the fast-fashion industry.
- ▪Many millennial brands have been sold or deconstructed in recent years due to financial difficulties.
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Infinite ScrollEverlane and the Death of the “Good” Millennial Life-Style BrandThe retailer once embodied a hope that clothes could be mass-manufactured and high-quality. Now it’s owned by the fast-fashion giant Shein.By Kyle ChaykaMay 27, 2026Illustration by Ariel DavisSave this storySave this storySave this storySave this storyYou’re reading Infinite Scroll, Kyle Chayka’s weekly column on how technology shapes culture.In 2017, the clothing brand Everlane opened its first brick-and-mortar store in Nolita. Right down the block from the former location of the bookstore McNally Jackson, it was a beacon of retail at the time, austere, brightly lit, and installed with shelving that brought to mind a gym locker room at an upscale hotel.
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