Today I felt like I needed to finally tell a story about a great company, Everlane. I’ve been meaning to post this for a while, as the events took place back in April during the Boston bombing and subsequent manhunt the following Friday. Still, better late than never, and this company definitely deserves the kind words.
My mom and I were around the corner from the finish line waiting for a friend who just finished the marathon when the bombing occurred. Frightened, I still kept my composure, mostly in shock, in order to get my family out of danger. At the time, we just didn’t know what happened but when the police officers started running, we knew it couldn’t be good. It wasn’t until watching the news later that evening and throughout the following week that we learned the logistics of what exactly happened. Still, a great deal of the story was speculative and no one really knew just who perpetrated this act nor their motive. Life in Boston was tense.
As life was just on the verge of returning from chaos, an MIT police officer was shot and throughout the course of a night, a multitude of crimes were linked to the men charged with the bombings. For nearly 24 hours, I stayed awake, glued to my TV and twitter in shock and panic over the transformed warzone less than 10 miles from my apartment. Only this time, my mom was back to safety in West Virginia. Trapped, a physical and mental mess, in my apartment under a city-wide lockdown, I was looking for any semblance of positivity or comfort.
Checking my email, I noticed an email from Everlane. I had previously bought a backpack and belt, but I was an otherwise lurker to a style of fashion and business I very much respected. I remember my freshman year roommate inviting me to their website when it was a fledgeling at best, selling inexpensive (well designed) t-shirts. This email, though, said I now-and-forever had free shipping on all my orders. I still don’t know if this was a site-wide mandate or something special, but I was happy either way. Immediately I tweeted about how much needed and well received their act of kindness was in the midst of such a bleak and scary situation. Within minutes, I was tweeted back by @Everlane and told to “Check your email again.” When I did, I was greeted by the above email.
As insignificant to the process as I am, never have I felt so connected with nor kindly treated by a company. You don’t ever expect these random acts of kindness, but when you receive them, they do leave an impression and feeling of bliss that stays with you well into the feature. About a week later, I received that package in the mail containing a beautiful sweater and belt. I can’t wait to wear both of them proudly on the fashionable Newbury Street in Boston this winter.
Everlane, consider me a lifelong customer and advocate; and I look forward to seeing what innovations you continue to bring to web design, ecommerce, and clothing. Thank you for being a model and shining example of how companies should act: with all the kindness and humanity of the wonderful individuals who work for them.