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This clothing startup built a cult following and millions in sales online — here's what it's like to shop at its first-ever real-life store by Jessica Tyler on Jan 29, 2018, 12:45 PM Advertisement
 - Online fashion label Everlane opened its first-ever physical store, in Downtown Manhattan, in December.
- The brand is known for emphasizing quality, affordability, and ethical processes in its clothes.
- I visited its store to see if it could replicate those qualities in a brick-and-mortar location.
Online apparel brand Everlane has seen huge success while emphasizing high-quality clothing made through ethical processes. In 2015, its sales were estimated to be $35 million, up 200% from 2013. In 2016, the brand reportedly brought in another $51 million, all while solely selling its clothing online. After years of founder and CEO Michael Preysman insisting that his online fashion label would never go into physical retail, the brand finally took the leap and launched its first clothing boutique at 28 Prince Street in New York City's SoHo neighborhood. I went to the store to see for myself what it's like to shop there. Here's what I found: SEE ALSO: We visited an H&M store and saw everything that's wrong with the brand The fashion label is calling its first brick-and-mortar store "Everlane IRL," and it matches the simple aesthetic of the online store. 
Located at 28 Prince Street in SoHo, the store is bright and airy, and it was packed when I visited. The storefront is 100% glass, so you can see the whole store from outside. 
Considering that it's in a small storefront in SoHo, it feels pretty big. 
See the rest of the story at Business Insider
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