Michael Preysman Launches stillradical.com After Shein's $100 Million Everlane Deal
Updated
Updated · Vogue · May 26
Michael Preysman Launches stillradical.com After Shein's $100 Million Everlane Deal
10 articles · Updated · Vogue · May 26
stillradical.com launched Tuesday as Michael Preysman’s answer to Shein’s acquisition of Everlane, with the founder saying he wants to revive the brand’s original transparency-and-sustainability ethos in a new form.
May 22 was the tipping point: Preysman said he learned of the finalized deal only 20 minutes before it was announced and called Shein “the opposite” of what he wanted Everlane to stand for.
Everlane’s decline, he argued, came less from sustainability than from weak product-market fit and marketing after the pandemic, following leadership turnover, layoffs and debt after L Catterton took control in 2020.
Customer backlash to the sale convinced him demand still exists for an honest fashion brand, shaping stillradical.com as an experiment to rebuild that vision for today’s market.
After his first brand sold out, can Everlane's founder prove a truly ethical business can actually survive?
When a sustainable brand is bought by its polluter opposite, is it a corporate takeover or a cynical rescue mission?