L.A based clothing brand Everlane take to the road to promote Radical Transparency

When Everlane launched 3.5 years ago, its manifesto was simple: ‘Offer beautiful basics without the traditional mark-ups, and reveal the true cost of production to our customers.’ The brand coined this practise ‘Radical Transparency,’ putting conscious consumerism at the forefront of their practises.

To reaffirm their position, Everlane are going behind the scenes to shine a light on the local makers that make a city unique. Starting in L.A, the Transparent City Tour will be a series of live events bringing local residents and craftspeople together. The events will include speaking panels, factory tours, intimate dinners and discussions. L.A's most conscious consumers include farm-to-table restaurant Squirl, local artist Tofer Chin (who created the artwork for Everlane’s custom tee); fellow disruptive startups like Reformation and local espresso institution Alfred Coffee. Vote where the tour goes next here.

In our Honest Policies Observation, we looked at a growing number of brands which, mindful of public concern, are taking a lead in allaying consumer worries over where product comes from, and how it is made. An extended period of austerity coupled with an ever growing awareness of resource depletion and negative press on our throwaway society has made people question and ultimately re-focus their consumption and purchasing behaviour.

Eighty-one percent of millennials in our recent audience survey say they are looking for brands that showcase the way their products are created, making platforms like Provenance, which allow users to research everything from manufacturers supply chains to product cycles at the touch of a button, particularly important.