Everlane's co-founder, Michael Preysman, says the goal was to be more open about how clothing moved through supply chains and what that actually costs.

We started with a T-shirt, and then grew into a full array of product, and then moved from pricing transparency to factory s- transparency to sustainability.

As for Michael Preysman, he's taking another swing at it, starting a new apparel company that he says will have the same principles but a new take.

When it was started, Everlane was a mission-driven company, and I think this is also the challenge of bringing in venture capital and private equity into a mission-driven company, is because ultimately they do have an exit date.

Once you bring on capital, you have to be somewhat a steward of that capital, and so now you're managing both capital and mission, and those two can be in conflict with each other, no doubt.

In the past couple of years, you've stepped up your focus on sustainable materials.

We have.

At the beginning, our sustainability angle was we didn't want people throwing clothes away.

We wanted to be something that stood for everyone.

And so the original premise of Everlane was actually we're gonna make one T-shirt that's the best.

We're gonna make one trench coat that's the best.

We're gonna make one pair of denim.

As a kid, did you want to be a businessman when you grew up?

Um, so now, so now what?

So what I'm thinking about is, in my head as I see this, is like, you've done such an amazing job telling your story, and even when I go onto the site, a little video pops up of you and starts...

I get to just hear your story.

And then what you said is, you know, when the pandemic happened, I went live and started telling the story.

QVC, you're telling your story and it's live.

What is it about that story that's resonating with people when you tell the story that gets them to go, "I wanna buy T Gisele"? 'Cause it's so personal, right? It's your name, so clearly there's something there that's happening.

Yeah.

So I think it's...