Hardware Podcasts

Everlane: Michael Preysman

How I Built This · 20 Nov 2023 · 1h 13m

What this episode covers

Michael Preysman, founder of Everlane, explains how he pivoted from a Tumblr-based iPhone case platform to launching a direct-to-consumer apparel brand focused on radical transparency. He details the process of sourcing Supima cotton and managing a fragmented supply chain in Los Angeles to produce t-shirts for $15, contrasting this with the high markups of luxury brands. Preysman also discusses the company's expansion into denim and accessories, the strategic shift toward sustainability, and the operational challenges faced during the pandemic and subsequent leadership transition.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Everlane, Warby Parker, Gilt Group, Cytex
Materials
Supima
Also
Good on You

Related episodes from other shows

Other shows on the same ground, closest first.

  • Product Startup · 46m

    050: Creating environmentally-friendly athletic apparel,  Tim Christian of OORR

    Tim Christian, founder of OORR, explains how he created an environmentally friendly cycling apparel brand using recycled coffee grounds and plastic yarn. He details the complex global supply chain, sourcing yarn from the US, fabric from New Zealand, and manufacturing in China, before consolidating production to reduce carbon footprint. Christian discusses his pivot from a failed initial launch to a successful Kickstarter campaign, emphasizing the importance of building an email list and using targeted Facebook advertising to validate demand. He also shares strategies for influencer marketing, split-testing ads with Ad Espresso, and setting up automated fulfillment to scale the business efficiently.

    Crowdfunding & preordersSourcing & supply chain
    9 chapters

  • Product Startup · 49m

    006: Customizable swimwear with Kelsey Duffy of Versakini

    Kelsey Duffy, CEO of Versakini, explains how she pivoted from the failed Mix Bikini to launch her own interchangeable swimwear brand after appearing on Shark Tank. She details the challenges of manufacturing, including early errors with overseas factories and the importance of building personal relationships with reliable partners in Colombia. Duffy also discusses her strategy of collaborating with Project Runway alumna Amanda Perna to design collections while maintaining a lean team and focusing on direct-to-consumer sales to control brand identity.

    Industrial & consumer product designManufacturing partners & offshoring
    8 chapters

  • People of Packaging · 35m

    Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO

    Michael Mader, founder of Hippy Feet, explains how a traumatic brain injury during his senior year of college inspired him to build a business that acts as a support system for people experiencing homelessness. He details the company's evolution from a 'buy one, give one' donation model to an employment program for homeless youth, and finally to a strategy of donating profits to nonprofits that provide comprehensive care. Mader also discusses the significant challenges of sourcing American-made custom socks and knitwear, highlighting the difficulty of convincing established manufacturers to take a risk on a new brand and the importance of building personal relationships with factory owners.

    Starting a product companyDirect-to-consumer & e-commerce
    5 chapters

  • Product Startup · 49m

    024: Aligning passion & business with Terry Lin of Forever Home Blankets

    Terry Lin, founder of Forever Home Blankets, explains how he launched a social enterprise by validating demand through an Instagram account and a low-risk Kickstarter campaign before manufacturing. He details his decision to use simple fleece blankets to minimize production complexity and leverage Vietnam's textile industry, while navigating the logistical challenges of packaging and shipping. Lin also discusses the importance of aligning personal passion with business viability, emphasizing that the core value proposition is supporting animal shelters rather than just selling a commodity.

    Crowdfunding & preordersValidation & product-market fit
    9 chapters

  • The Startup CPG Podcast · 36m

    Founder Feature: Hannah Perez of SEEQ Supply

    Hannah Perez, co-founder of SEEQ Supply, explains how the brand launched clear protein during the pandemic after co-founder Ben’s job offer was revoked. They navigated supply chain delays and sold out their initial 4,000-unit inventory by leveraging viral TikTok content and pre-orders. Now scaling to nine employees, SEEQ is raising funds to support a strategic shift into retail distribution while maintaining its DTC roots.

    Starting a product companyCrowdfunding & preorders
    9 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by How I Built This. The episode itself belongs to its publisher.