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Everlane goes Large in NYC

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Online fashion brand Everlane is fast becoming an offline force with stores now up and running in San Francisco, Los Angeles and New York. And it is in New York that it has proved most active having just opened a second branch, across the East River from its SoHo debut store, in Brooklyn.

At 4,400 sq ft, the new store is not only twice the size of the SoHo outpost, but is the biggest Everlane store to date. From the outside, this is a repurposed brick-built industrial building, where the fascia has been whitewashed and the 20ft high glazed entrance and windows affords passers-by good views into the interior.

Within, this is an exercise in minimalism with concrete floors and bleached wood throughout. The store is a two-floor affair with a discrete menswear department occupying the whole of the upper, mezzanine level. The store also plays to Everlane’s digital strength with a ‘text-to-try-on’ service that enables shoppers to reserve garments and then to be informed by SMS when a fitting room is available.

In total, this looks remarkably like Gap, but coming from an online position.