When it comes to the business of apparel, there really aren’t that many wheels to reinvent: first and foremost, there’s the obviously-designer status pumpers (cheap but expensive), then the subtle-designer ego soothers (expensive but expensive), and finally the obviously-not-designer elemental necessities (cheap but cheap). But kids are clever these days, and Everlane (who’s CEO is hardly a day over my little brother) has reinvented a wheel that roams the best of both worlds. We can call this the *subtle-not-designer-with-designer-quality must haves *(expensive but cheap). If you haven’t heard of Everlane, you’re in ever-dying need to get in-the-know: Everlane is an online-only retailer of high quality, classic products that could easily be the subtle designer items from those names we know so well. Due to their clever cut-out of price driving middlemen, Everlane offers totally reasonable markups to the end consumers – ie. you and me – so we can put our money where our mouth is and buy that bag without going hungry. Okay, okay, so you’re sold right? If you’re still humming and hawing, just refer back to my swag in the images above – anything capture your attention? Perhaps my awesome toque and backpack?