Executive Briefing

Everlane’s CEO explains Tread, the company’s new sneaker brand

Also: Snap, Twitter, Facebook, pop.

Everlane Tread trainer sneakers
Courtesy Everlane

Everlane launched its first sub-brand this week: Tread, a sneaker brand devoted to making “the world’s most sustainable sneakers.” The direct-to-consumer apparel company has made shoes for years and says footwear has become one of its top categories. But this is Everlane’s first shoe offered for men and its first unisex design.

The first Tread style, a $98 leather trainer, looks pretty much exactly like what you’d expect from Everlane: Extremely normcore, not a dad sneaker or hypebeast apparatus, unbranded but not sterile. Available in seven colors, including off white, pale pink, “glacier” and “butter,” the shoes are parts matte leather, parts rough suede, and parts semi-shiny. All but one colorway also features the same color rubber sole. They look, let’s say, mildly opinionated.

The New Consumer Executive Briefing is only available to subscribers. Members should sign in here to continue reading.

Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is a newsletter and website supported entirely by your membership. Thanks in advance.

Subscribe