Everlane, one of the wave of vertically-integrated sites that is changing the way that fashion is made and sold, is today disrupting something else.
Everlane, a San Franciso based fashion retailer has taken their site down on Black Fridy with this note:
— BUY LESS, BUY BETTER —
As a business, we appreciate holiday shopping,
but we feel the excess around Black Friday has put
the focus on quantity over quality.
Because we want to help people consume
less by creating fewer, longer lasting products,
we decided to shut down the site today.
Have a wonderful holiday and
we’ll be back tomorrow.
Brilliant disruptive marketing. Marty