Indawo yokuqala yase-Everlane eBrooklyn ijonge ukudibanisa i-e-commerce kunye nezitena nodaka ngaphandle komthungo.Inqanawa yeGuillermo U-Everlane uhambe indlela ende ukusuka ekuthengiseni i-T-shirts ngqo kwinkolo yakhe-njengokulandela phantse kwiminyaka elishumi eyadlulayo.
Utshintsho lwenkampani ukusuka kwi Uphawu lwentengiso ye-e kumthengisi ophelelweyo ubandakanye iivenkile ezithengisa izitena nodaka, kunye nabantu abaninzi elizweni kule minyaka idlulileyo. Kodwa ukwamkela iindawo zokuthengisa ngokomzimba akuzange kumthintele u-Everlane ekubandakanyeni ujongano oluncinci elaziwa ngalo.
Kule mpelaveki, inkampani iyavula ivenkile yayo enkulu okwangoku eWilliamsburg, eBrooklyn, ukujoyina i-legion yeentengiso zentengiso eziye zangena kwindawo yokuhlala kule minyaka idlulileyo. Isakhiwo seglasi esineglasi sineenyawo ezingama-4,400 zeendawo zokuthenga, uninzi lwezityalo ezilungele i-Instagram kunye nokukhanya kwendalo. Ikwayindawo yokuqala enomgangatho wamadoda ozinikeleyo.
I-VP ye-Everlane yokuthengisa, uTara Shanahan, uxelele uMbonisi ngethuba lomsitho wokuvula ngoLwesine ukuba uyilo lwenzelwe ukulingisa amava e-brand kwi-intanethi. Sifuna ukuyigcina icocekile kwaye kulula kubathengi bethu ukuba bathenge.
Enye yezinto ezintle malunga newebhusayithi yethu kukuba ngqo ekuncedeni yena kunye nevenkile yakhe, kwaye sizama ukuyigcina le ndawo ikwindawo zethu ezibonakalayo, wachaza. Ke kunjalo ecocekileyo, encinci imigca kunye nokuthengisa okucacileyo kunye nokukhethwa kweewadi ukwenza amava okuthenga abe lula. 
Gcina iSpot yam ivumela abathengi ukuba bafumane izicatshulwa xa igumbi labo lilungile.Inqanawa yeGuillermo
Ivenkile yase-Everlane yaseBrooklyn ikwaphawula ukuphunyezwa kwenkampani yesoftware engakumbi kubume bevenkile yayo, ebe ivavanywa kwezinye iindawo. Kunye nesakhono sokugcina izinto ukuze zithathwe kwiwebhusayithi, uyilo lwevenkile lubonisa inkqubo yokubhukisha igumbi lokuhambisa kunye neetafile zokuthenga kwi-Intanethi kuyo yonke ivenkile.
Sijonge ukuba singayifaka njani itekhnoloji, utshilo uShanahan, ephawula ukuba indawo entsha inikezela malunga ne-20% ye-intanethi ye-Everlane, ishiya izinto ezininzi ezikwi-Intanethi kuphela abathengi abanokufuna ukuzithenga.
Kubalulekile kuthi ukuba sikwazi ukubonelela ngezinto ezikhoyo kwi-intanethi kubathengi bethu, kwaye ke sinento ebizwa ngokuba 'yindawo engapheliyo,' apho sinee-iPads kuyo yonke ivenkile, njengakwicandelo lethu lezihlangu nangaphandle kwamagumbi afanelekileyo, anika abathengi amandla okuthenga ingqokelela yethu epheleleyo kwi-Intanethi, uShanahan ucacisile. Ukusuka apho, abathengi banokukhetha into abayifunayo kwaye bayithumele kwirejista, ebavumela ukuba bajonge kokubini kwivenkile kunye nokuthengwa kwe-Intanethi ngentengiselwano enye.
Kwaye abo boyikayo ukuya ezivenkileni ngenxa yemigca yokungena engapheliyo, u-Everlane ngoku ubonelela ngento eyibiza ngokuba yiSave My Spot. Inkqubo yokuzama ukuzama ukusebenza, efana nenkqubo yokubhukisha indawo yokutyela, ivumela umthengi ukuba agcine igumbi elifanelekileyo ngaphandle kokulinda de ekugqibeleni kuvulwe.
Abathengi bethu bonwabile ukuzama izinto kwivenkile, kwaye njengoko unokucinga, bafuna ukuchitha ixesha kwigumbi elifanelekileyo bezama izinto ezininzi, ezikhokelela kwimigca emide. UShanahan uqhubeke wachaza inqaku kukusabela kwiivenkile zika-Everlane zikaNolita naseSan Francisco ngamanye amaxesha ezilinda imizuzu engama-20 ukuya kwengama-50, kwaye ke sifuna ukubonelela ngamava angenamthungo.
I-SMS yethu iyasivumela ukuba sithathe iinombolo zabo zefowuni, sibayeke baphume evenkileni ukuze bafumane ikofu okanye bahambe-hambe, utshilo. Sibathumela isicatshulwa malunga nemizuzu emithathu ngaphambi kokuba igumbi labo libekhona kwaye babambe izinto zabo bade babuye.
Ivenkile yase-Everlane yaseWilliamsburg ngoku ivuliwe kwi-104 N. 6 Street, kunye nemisitho yokwazisa eqhubeka kwimpelaveki yonke.
