American clothing retailer Everlane goes all in on Shopify as disruptor rethinks the rules of fashion

Everlane’s e-commerce store has gone live on Shopify, building on its use of the latter’s Shop Pay solution.

“What makes this moment special isn’t just the site. It’s the journey,” says Harley Finkelstein, Shopify President. “In his twenties, Michael Preysman left a career in investing to take on an industry he had no background in: fashion. He saw luxury retail marking up products 10x and believed consumers were too smart to keep paying for it.”

“So he started Everlane. No fashion experience. No retail stores. No interest in following the rules. Their first viral campaign broke down the true cost of a T-shirt - $6 to make, sold for $15. No middlemen. No outrageous markups. Just radical transparency. That idea spread fast: 60,000 people signed up for a waitlist, and almost every drop sold out.”

He adds: “From there, Everlane kept rethinking what a modern fashion brand could be. Expanding slowly, building vertically integrated supply chains, and evolving from online-only to physical retail when customers demanded it.”

“They were also the very first brand to use Shop Pay Commerce Components with Shopify. Now, they’ve gone all in. Their new site is stunning, 4.5x faster on Liquid than their old headless build, and makes it easier than ever for customers to discover and browse their incredible products.”

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.