Everlane is a brand that not only recognises the need to be environmentally friendly but also uses its story to help save the planet.
Here at All Good Tales, we love brands who tell great stories. Whether they are small and local or international corporations we recognise great brand storytelling and try to learn from it. Our Passionate about Stories series looks at storytelling from organisations of all shapes and sizes. The series gives us an opportunity to learn from brands we love and develop our storytelling skills.
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Over the years. Everlane has developed a strong mission and vision for their brand and has incorporated that into their brand story as well as their communications and content strategy.
Their Story
Everlane want making the right choice to be as easy as putting on a great t-shirt. That’s why they partner with ethical factories around the world, source only the finest materials and share each story with their audience.
They include stories about finding the factories right down to the true cost of every product they make. Big advocates of “radical transparency”, Everlane believe that their customers have the right to know how much their clothes cost to make from materials to labour to transport.
Everlane’s vision is “Exceptional quality. Ethical factories. Radical transparency”. They build this into everything they do.
On their website and social media they share the stories of how they stay ethical. They spend months finding the best factories around the world (each individual factory is showcased on their website) and build strong working relationships with them. Their goal for each factory is a score of 90 or above when given a compliance audit. This audit looks at factors like fair wages, reasonable hours and working environment.
The brand engages with its customers on Twitter, Instagram and more. They share stories of new product launches, answer questions, tour and evaluate factories and allow users to share photos.
Everlane’s vision is also clear in the quality of their products. They don’t stick to trends, rather they produce products that customers will wear for years to come. By producing timeless styles they can focus on great quality, working with ethical factories and staying true to their promise to customers.
Their Mission
Everlane’s mission is simple, “We believe we can all make a difference”.
While their vision means they stay true to this vision by not only looking after their consumers but also their employees, contractors and the environment their mission allows them to get creative.
Recently they launched their #RENEW project which aims to not create any new plastic in their entire supply chain by 2021.
What if we could take the plastic that's already here, and turn it into something meaningful? Turns out, we can. #ReNewToday pic.twitter.com/cacD6ae4Rs
— Everlane (@Everlane) October 22, 2018
Once plastic is made, it stays on our planet forever. In just 60 years eight billion tons of plastic has been created. And Everlane want to lead the way in eliminating new plastic production.
They asked themselves what if we could take plastic that’s already there and turn it into something meaningful? So, they created their Renew collection made from discarded plastic bottles. The tagline “It’s outwear with an outlook” is clever and speaks to their mission and vision.
Everlane’s customers want a brand that is engaged in the world around them and by sharing their stories and linking them to worldwide issues, Everlane does just that.
Here at All Good Tales we are doing great work for brands like Ancestry.com and daa, to name just a few. We are building brand newsrooms and executing exciting PR strategies. We also train key staff how to source, structure and tell great stories. For more information please click here or call Gaye on (01) 254 1845.
