I made my first trip to Evereve last week when I was in Minneapolis. It wasn't until this year that I ever even had the brand on my radar. Started by a savvy mom boss, they have a lofty goal: to become the "most beloved national retail brand for moms."
Who they serve
The company was founded by Megan Tamte (a Minnesota Mom) who thinks fashion can empower us (and I can't disagree with her point). Megan opened her first store in Edina, Minnesota—and this is the store I paid a visit. The store opened in 2004 under a different name and re-branded as Evereve in 2014.
Since I only share things I experience, it was up to me to do some shopping. I can't report on things I don't try on for size. Let's head to the dressing rooms..
The flagship store is a mom's dream. It's open and airy and has well-lit dressing rooms and aisles that accommodate strollers (and has loads of goldfish crackers to dole out to the kiddos).
I found the staff incredibly friendly and solicitous (but I do wish they would take a break from pushing ruffles). They had ALL the trends there—from the bell sleeve to damaged denim to the graphic tee. Everything was nicely displayed and easy to touch and try on. This is the flagship store, and I was very pleased to see an excellent stock of sizes and a well-organized floor plan (pop in to 50th & France and if you are hungry just head down to D'Amico & Sons along the way). Check out what I picked up:
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From what I gather, the stores were designed with mom in mind—there are plenty of spots to hang out with toddlers or to breastfeed and you can arrange a private shopping night after hours for you and your BFFs.
What I got
Evereve doesn't design clothes—they curate. I saw many brands I know such as Three Dots t-shirts and Joie denim. They put together looks in store so moms can feel confident wearing the trends. The clothes are casual to date-night dressy—most pieces were in the $150 and under price point and well-made. I ended up spending about $200 and got two tees, a pair of shorts and a bralette (my salesperson's idea and I love it!)
Since there isn't a shop in Brooklyn (yet) I'll have to pop in when I travel OR I can opt into trendsend.com—a styling service where moms can get personally styled fashions shipped to them. Keep what you love (like Stitchfix) and send the rest back.
If your wardrobe needs a boost and you DON'T want a 20-something to tell you that you "look hot" in everything, plan a trip. You're worth it.
Oh, about that name, it's meant to combine Eve (the first mom) with the word "ever" to mean "a mother who inspires her family and community." I like that a lot. As for me, I'm going to be wearing my mom tees I found at Evereve with pride.
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