BUSINESS NEWS: EVERLANE APPOINTS REBEKKA BAY AS NEW HEAD OF PRODUCT AND DESIGN
Former creative director for Gap, Rebekka Bay is moving on to bigger and better things. Effective August 4, Bay will become the new Head of Product and Design at San Francisco-based online clothing retailer, Everlane. Bay and her team will be based in New York while the current head of design, Petra Langerova, will stay with the company as an advisor.
After establishing herself in the fashion industry, Bay quickly made a name for herself as creative director of minimalist high-street brand Cos, a Swedish clothing retailer catering to the modern and functional designs of both men and women. Bay then moved on to become creative director at Gap in 2012 where she stayed until leaving the company in January 2015 due to several reported incidents with internal merchandising and executive teams.
Founder and CEO of Everlane Michael Preysman shared that he and Bay were introduced earlier this year by mutual friends.
“When Rebekka and I first met, there was an instant connection,” he says. “We’re very aligned on the way we view where the world is going. I think she’s going to bring a significant amount of strategy and foresight and planning thinking about Everlane not only as a fashion brand, but as a lifestyle brand.”
Bay echoed Preysman’s thoughts by stating, “I’ve always been a great admirer of Michael’s work and Everlane. When we first met, it was less about working together and more about beliefs and conceptual ideas and abstract thoughts. Then, those early conversations started to become a little bit more solid. My mission is to [communicate] the Everlane vision so that you’re never in doubt when you’re touching or wearing an Everlane product.”
Unlike many other fashion retail companies, Everlane products are introduced one at a time, instead of seasonal collections, and are very often sold out upon production. Because of this, Preysman is confident that Bay can produce winning product at scale; however, the current structure of the company presents a new challenge for Bay — “I’m excited to be with a smaller brand, a smaller team, and to be touching the product more. It’s a new way of working, a new way of bringing product to market,” she said. “This feels like a bigger challenge. But I’ve never taken on the same challenge twice.”