Everlane: A New Day
I joined San Francisco-based startup EVERLANE in 2019 as Design Director of Footwear and Accessories with a mission to organize, edit, and grow the category. We began with creating a Footwear Design Vision to serve as a blueprint for scalability outlining category strategy, framework for line-building, and a product + sustainability roadmap. Then we focused on 3 priority initiatives: updating the brand footwear icon–Day, introducing new sport-casual product, and new opening price-point eco essentials.
01 —
A New Day: Update and reintroduce Everlane’s footwear icon
The Day Heel and Flat put Everlane footwear on the map. We built on that success introducing new modern silhouettes with improved fit, comfort, and value. A defining last shape: the tapered square, is relevant to evolving trends and differentiated from the hero product.
02 —
Introducing Sport-Casual product for her on-the-go lifestyle
Inspired by consumer feedback and top-selling Day Glove Flat, The Freeform slip-on and sandal take feminine utility forward with a modern soft square toe shape, clean sneaker profile, and pull loop detail. Easy elasticized entry, ultra cushioned footbed, and flexible non-slip sole give her all-day versatility.
03 —
Introducing opening price-point eco essentials
Accessible sustainability is our innovation and in the spirit Everlane’s first product—the T-shirt, we set out to create a category of cool and conscious footwear essentials. At $25 The ReNew Flip-flop is made from entirely recycled upper and outsole components with a bio-based Eva footbed. The “E” flag is the first external shoe branding and will thread through future ReNew product.
