With its boardroom battle in the rearview, the activewear giant can finally focus on defending its relevance and figuring out its next growth engine as rivals chip away its category dominance.
It’s official: The fallen direct-to-consumer darling known for ‘radical transparency’ is being bought by fast-fashion behemoth Shein. BoF dissects the deal and what it means for the millennial DTC playbook, sustainable fashion and more.
Don’t mistake Everlane’s reported sale to Shein for a generational eulogy. The ideals the brand helped popularise — conscious, informed consumption — are still very much alive.
The recent success of retailers from Coach to Zara may be powered by the surprising resilience of America’s middle class, many of whom have moved up, not down, the economic ladder.
As Swatch and Audemars Piguet sparked a global retail frenzy over the weekend with a $400 plastic pocket watch, BoF’s Cathaleen Chen and Mimosa Spencer dissect whether high-low collaborations democratise luxury or dilute brand equity in an industry built on exclusivity.
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