Everlane Hires CEO

Everlane (San Francisco) has named retail veteran Alfred Chang as its CEO, nearly a year after Andrea O’Donnell left that post to join footwear retailer Designer Brands, report a variety of publications, including Retail Dive. Chang has extensive merchandising experience from his time at luxury apparel brand Fear of God, as well as at Pacsun and Old Navy.

Chang has been tapped to lead Everlane – which operates 11 stores, mainly on the East and West coasts – through what a spokesperson told RD will be “its next phase,” describing his accomplishments at Fear of God as streamlining operations as well as leading marketing and merchandising strategies.

“Alfred elevated Fear of God’s product lines by overseeing the strategic development and refinement of men’s, women’s and kids’ collections, driving substantial growth and market share,” the spokesperson said.

With his extensive merchandising background, Chang could help return Everlane to its cult status by helping the brand focus more on its go-to-market initiatives, said Liza Amlani, Principal and Co-Founder of Retail Strategy Group. The company’s signature lines include way-high Jeans, box-cut tees and boxy sweaters.

”There are still many unanswered questions on their ‘radical transparency’ claims and if this is a marketing strategy versus how they actually create product,” she told RD by phone. “Connecting the supply chain and product development to marketing, with a focus on transparency, is what aligns with more customer values today. They should lean into this with more force than ever.”

Everlane has long pledged to partner with ethical factories and provide customers with details about the manufacturing of their products, calling that “radical transparency,” but has also been criticized for those promises as well as its company culture, RD reports.