Everlane Acquired by Shein, Marking End of Millennial Lifestyle Brand Era

Everlane, the direct-to-consumer clothing brand founded in 2011, has been acquired by Chinese fast-fashion giant Shein. The brand, known for its minimalist basics and transparency about its supply chain, opened its first brick-and-mortar store in Nolita in 2017. Co-founder Michael Preysman announced a new project called Still Radical, emphasizing no venture capital or private equity. This acquisition is part of a broader trend of millennial lifestyle brands being sold off or collapsing: Allbirds sold its IP to American Exchange Group, BuzzFeed sold a majority stake to Byron Allen, Blue Apron sold to Wonder Group, and Outdoor Voices, Parade, and Dollar Shave Club have been absorbed by conglomerates. Food52 filed for bankruptcy in 2025 and was acquired by America's Test Kitchen. The article argues that venture capital-funded startups promised higher quality through disintermediation but have devolved into "slop" under corporate consolidation, exemplified by Shein's ephemeral, logo-heavy fashion. The author notes that Everlane's "Boxy Oxford" shirts remain durable and stylish, and a crib from Nestig, a later DTC brand, represents a similar pitch for quality and longevity.