Michael Preysman founded Everlane in November 2011 with the goal of overhauling the typical retail experience. Having quit his job at a venture-capital firm in San Francisco, Preysman wanted to create an “exciting, collaborative and experimental effort” that cut through the clutter to provide luxury apparel without the exorbitant markup. The online-only collection, like its website, is minimalist, orderly, and thoughtfully curated. Instead of bombarding its customers with options, Everlane offers only the most basic of basics—one style of cashmere sweater, a single silk blouse, a men’s button-down shirt, a merino-wool scarf—preferring to focus on quality over quantity. Ecouterre recently spoke with Preysman, a self-proclaimed perfectionist, to discover how Everlane’s unconventional business model is subverting an entire industry.