[wilder]

I am an Everlane fan (wearing one of their tees right now, actually), but I find their low/no-markup marketing message to be a turn-off.

For example, the shirt I'm wearing is $22, but they claim a comparable shirt costs $50. The reality is it feels like a $22 t-shirt. I know what to expect from a $50 t-shirt — almost always a $20 shirt with a $30 logo. Occasionally a $50+ t-shirt has something special going on (usually in the thickness/stitching), but the Everlane shirts are standard quality with a cut that fits me well. And the "comparable value" inflation of the women's clothing seems even worse.

The style is enough; would rather not be told I'm getting a special deal that I don't think I'm getting.