Everlane experiments and does things right.

I’ve had a crush on Everlane since I first discovered their basics — simple, elegant and reasonably priced. And then I discovered their commitment to radical transparency. I come for the clothes, I leave feeling better about my purchase.

They try interesting marketing tactics like an iOS-only app (boo, since I use Android), a private Instagram account and now an interactive shoe “experience” — Shoe Park. Their emails are simple, stand out and don’t overwhelm my inbox. Yeah, I’m gushing a little, but I love that they’re taking some risks, I wish more brands did.