Episode 261: I'm With The Brand (Everlane + Stickergate), part ten

This episode is part ten in an ongoing series about brands and how they influence our identities and drive consumerism. In this episode, we are going to examine brands and their values: their true values and then their marketing values (yes, most big companies have both and you might be surprised by the lack of overlap between those two sets of values).  And specifically, we are going to use Everlane as a conduit for this discussion.  We will go all the way back to Everlane’s origin to identify what the brand’s values were from the beginning.We will get some additional context around SHEIN’s purchase of Everlane.We will learn just how much private equity is controlling fashion at this point.Amanda will debunk that myth that Everlane’s sale marks the “end” of sustainability in fashion.And we will explore how "Stickergate" involved emotional branding.Listen to Amanda on Creativity In The Time of Capitalism. So much additional reading in this episode!!Reddit post with more Stickergate detailsSHEIN finally confirms Everlane sale, Bella Webb, Vogue.Everlane: "You Don't Need to Pay a 7x Markup for High-Quality Fashion," Lauren Drell, Mashable.Price Transparency New Trend Among Emerging Clothing Retailers, CBS News.Everlane’s Promise of ‘Radical Transparency’ Unravels, The New York Times.EVERLANE’S CONVENIENT TRANSPARENCY (Ex Wives Club doc)Former Everlane Employees Claim They Were Unlawfully Fired After They Tried to Unionize [UPDATED], Fashionista.Everlane was never your friend, Andi Zeisler, Salon.The new Clotheshorse PO Box: 69 Main Street, Box 16  New Providence, PA 17560Get your Clotheshorse merch here: https://clotheshorsepodcast.com/shop/For the next month, use promo code THEPRICEISRIGHT to get 50% off all merch! Amanda and Dustin care for a colony of 12 feral cats and they want to get them all fixed this spring. So help them cover that cost by picking up some hot deals on Clotheshorse merch.If you want to share your opinion/additional thoughts on the subjects we cover in each episode, feel free to email, whether it’s a typed out message or an audio recording:  amanda@clotheshorse.worldDid you enjoy this episode? Consider "buying me a coffee" via Ko-fi: ko-fi.com/clotheshorseClotheshorse is brought to you with support from the following sustainable small businesses:Slow Fashion Academy is a size-inclusive sewing and patternmaking studio based in Philadelphia, Pennsylvania, founded by designer and fashion professor Ruby Gertz. Ruby just launched CLO3D for Custom Fit: a 12-week beginner-friendly online course in virtual patternmaking with CLO3D software. Instead of making sample after sample, you can now customize avatars that match your real body measurements and fit-test garments virtually—before cutting into a single piece of fabric. You can also work from your pre-existing paper or PDF patterns! This course is designed to get you over the initial hump to working confidently in the program. It includes 300+ bite-size video lessons spaced out over 12 weeks, weekly live Q&A calls for accountability, a custom body scan to use as a you-sized virtual dress form, and a super supportive community of like-minded designers that are all learning together in a cohort. Perfect for indie patternmakers, emerging designers, or anyone who wants to design clothes that actually fit their one-of-a-kind body.Learn more about the course, as well as our in-person sewing and patternmaking workshops at www.slowfashion.academy.Deco Denim is a startup based out of San Francisco, selling clothing and accessories that are sustainable, gender fluid, size inclusive and high quality--made to last for years to come. Deco Denim is trying to change the way you think about buying clothes. Founder