A preppy apparel startup is defying J. Crew’s curse and dominating the millennial market

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everlane fashion company office tour 6625Alexandra Spunt, left, the head of creative at Everlane, works out of the startup’s sunny headquarters in San Francisco.Melia Robinson/Business Insider

At a time when shoppers are fleeing mall chains like J. Crew, Gap, and Abercrombie Fitch, the direct-to-consumer fashion label Everlane is thriving.

Founded in 2010, Everlane follows in the footsteps of e-commerce sites like Warby Parker and Bonobos by selling wardrobe staples like T-shirts, cardigans, pants, and loafers mostly online. An outside firm estimated Everlane’s sales at $35 million for 2015, up nearly 200% from 2013.

Michael Preysman, founder and CEO of Everlane, swore for years that his online clothing company would never go into physical retail. But this week, Everlane announced it is opening two brick-and-mortar stores in New York and San Francisco to bring new customers into the fold and connect with existing fans.

We stepped into the Everlane headquarters to find out what one of the most innovative companies in fashion is doing differently during the retail apocalypse.

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