When the company launches a product, Preysman orders less than he thinks will sell, which means that there are often sold-out products on Everlane’s website. As of last week, for example, the women’s seed stich raglan sweater was sold out in all colors and sizes. The intention is that Everlane gains feedback on that product and creates an updated version before placing another inventory order, much like a tech firm launches versions of its digital products, slowly getting closer and closer to the perfect T-shirt, weekender bag, or cashmere sweater—and the right supply of them.

Christina Badal