i hate millennial branding

yet it never dies

I don’t need a new pair of jeans… but I already know that when I do, I will go to Everlane and buy one of their pairs of “nineties” jeans (because “nineties” is code for “a hundred percent cotton”). My current pair of jeans is also Everlane (“rigid,” another code for “a hundred percent cotton”). They’re great jeans and I have no complaints. Or, rather, I have one complaint: they’re made by Everlane.

And I hate Everlane.

They make good clothes. One of my favorite summer dresses is from Everlane! It’s great that you can find all-cotton jeans for relatively affordable prices. They rank high on sustainability blah blah blah but I hate them. They’re one of the millennial brands that I associate with faux minimalism and simplicity… like Glossier or the Ordinary or Away or Thinx or Curology or Prose or Rhode¹ or any of the hundreds of stupid, mostly direct to consume…