The 4,400-square-foot (409-square-metre) Everlane store in Williamsburg is the US clothing brand’s “largest store yet”, and doubles the size of its other New York store on Prince Street in Soho to create more space for shoppers.
“We love our Soho location, but the lines can sometimes be a bit much,” said Everlane.
Everlane Williamsburg is an existing brick building that is painted white – a characteristic of the brand’s pared-back aesthetic.
A 20-foot (six-metre) tall glazed facade marks the entrance of Everlane Williamsburg with glass, double doors that bring natural light inside. The interior decor continues Everlane’s “signature minimalist design” with a bright, white space paired with touches of wood and concrete floors.
At the heart of the store on the ground floor are 12 fitting rooms concealed behind pale grey curtains. A slatted wood wall flanks a corridor for the changing area, and a series of round, wood stools provide seating nearby.
The design of the store is intended to alleviate the congestion caused by people queueing to try on clothes, as well as those visiting and purchasing.
With the text-to-try-on system, Everlane holds the products customers want to try on and sends messages via devices to signal when the changing room is ready. It works similar to a restaurant reservation system.
“We’re doubling the number of fitting rooms in our Williamsburg store, adding more checkouts, and introducing a brand new fitting room system: Save My Spot (Everlane SMS),” the brand said.
At the rear of the store, on the main level, is an area dedicated to denim with three large graphics on the expansive wall overhead. A tree scales the double-height space and is surrounded by a blue cushion bench.
A staircase leads to the first floor, which is occupied by the brand’s first space dedicated solely to menswear. Smaller than the ground floor, it features glass balustrades on two of sides that overlook the front and black of the store below. Four changing rooms are also located on this level.
Rounding out Everlane Williamsburg is a wooden check-out counter, placed near the stairs.
Everlane was founded in 2010 in San Francisco, where it also has a small showroom to accompany its headquarters and another store located in a historic building.
The brand is striving to create more sustainable pieces, including Tread sneakers made from leather, recycled rubber and plastic bottles and coats and fleece sweaters also made from plastic bottles.
These initiatives form part of Everlane’s goal to eliminate virgin plastic from its supply chain by 2021.
Photography is by Guillermo Cano.
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