light · minimal · sans · commerce · apparel
DESIGN.md inspired by Everlane
Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism.
By webdesignhot · www.everlane.com ↗
$ npx @webdesignhot/design-md add everlane
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Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - surface
#f7f7f5 - surface-soft
#fafaf9 - text AAA · 21.0
#000000 - text-display
#121212 - text-muted
#767676 - text-soft
#9b9b9b - brand AAA · 18.7
#121212 - on-brand
#ffffff - link
#000000 - border AAA · 21.0
#000000 - border-soft
#e4e4e2 - border-input
#bdbdbd - scrim
rgba(0,0,0,0.45) - success
#1f7a3d - warning
#9a6b00 - danger
#b3261e - sale
#b3261e
Ship faster than ever.
display-hero "Maison Neue Book" 56px w400 -0.01em
Ship faster than ever.
display-lg "Maison Neue Book" 44px w400 -0.01em
Ship faster than ever.
h1 "Maison Neue Book" 32px w400 -0.005em
Built for teams that ship.
h2 "Maison Neue Book" 26px w400 0
A complete kit
h3 "Maison Neue Book" 22px w500 0
The quick brown fox jumps over the lazy dog.
h4 "Maison Neue Book" 18px w500 0
The quick brown fox jumps over the lazy dog.
body-lg "Maison Neue Book" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "Maison Neue Book" 16px w400 0
The quick brown fox jumps over the lazy dog.
product-title "Maison Neue Book" 15px w400 0
The quick brown fox jumps over the lazy dog.
price "Maison Neue Book" 15px w400 0
The quick brown fox jumps over the lazy dog.
body-sm "Maison Neue Book" 14px w400 0
OUR DESIGN SYSTEM
label "Maison Neue Book" 13px w500 0.04em
The quick brown fox jumps over the lazy dog.
button-cta "Maison Neue Book" 13px w500 0.08em
OUR DESIGN SYSTEM
caption "Maison Neue Book" 12px w400 0.02em
The quick brown fox jumps over the lazy dog.
micro "Maison Neue Book" 11px w400 0.04em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- step-10 128px
- none
0px - micro
0px - sm
0px - md
0px - lg
0px - pill
0px - note
Everlane is rectilinear — live-probed radius is 0px on body and h1. Sharp corners are the signature; nothing rounds.
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 6/8 mapped · webdesignhot/0.1
Maps the 8 canonical role names to this entry's actual tokens. Use these to plug the design into role-aware tools — shadcn/ui themes, role-aware Tailwind plugins, atelier-lint — without hard-coding token names.
- background → bg
- foreground → text
- primary → brand
- primary-foreground → on-brand
- accent → —
- muted → text-muted
- border → border
- ring → —
Everlane's storefront descends from three traditions. First, Swiss/International-style minimalism — the Helvetica-adjacent humanist grotesque (Maison Neue is a contemporary Akzidenz/Helvetica descendant), the rectilinear grid, the refusal of ornament, the trust in whitespace. Second, the broadsheet-and-gallery editorial tradition — full-bleed photography carrying the emotional load while type recedes to caption and label, the way a fashion magazine or a museum wall text behaves. Third, the founding-era DTC minimalism of the early 2010s (Everlane launched 2010) — the Warby Parker / Cuyana / APC lineage of "honest" commerce where the absence of design flourish signals the absence of markup, and the plain near-monochrome interface is itself the argument for "radical transparency". Everlane rejects coloured CTAs, rounded corners, gradients, drop shadows, and any chromatic brand accent — the photography supplies all warmth, and the interface stays out of the way. The result is a storefront that reads like a gallery: white walls, sharp frames, plain labels, and the product as the only colour.
- Swiss grotesque foundation behind Maison Neue
- minimalist apparel-retail restraint and plain product presentation
- founding-era DTC minimalism contemporary
- no-brand quality-goods philosophy and chromatic restraint
- less-but-better functional minimalism
- photographic-led commerce, near-monochrome chrome, type restraint
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: Everlane
tagline: Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism.
updated_at: 2026-05-28T23:13:19.327Z
published_at: 2026-05-28T23:13:19.327Z
author: webdesignhot
source_url: https://www.everlane.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [retail]
tags: [light, minimal, sans, commerce, apparel]
preview_swatch: ['#ffffff', '#121212', '#767676']
related: []
description: 'Everlane''s storefront is the canonical "radical transparency" DTC apparel system on the web — a pure white (`#ffffff`) canvas where full-bleed editorial photography does almost all the work and the interface recedes to near-nothing. Body copy runs near-black (`#000000`) and display type carries a softer near-black (`#121212`), both set in **Maison Neue Book** — the warm, humanist-grotesque face that is the entire brand voice in letterform. Sizing is restrained: the h1 holds at a modest 32px / 400, body at 16px / 400 with comfortable 1.55 leading, and there is almost no chromatic accent — the palette is essentially monochrome, black-and-white-and-grey, with photography supplying every moment of colour and warmth. Corners are sharp (`0px` radius) — Everlane refuses rounding, letting the rectilinear grid and the squared product imagery read as honest and unstyled. CTAs are flat near-black rectangles with white text, never a coloured pill — the "no colour" discipline is itself the brand position. The grid is generous and image-led, with full-width photographic bands alternating with tightly-set product rows, and whitespace doing the breathing. The result is the most photographically-driven, chromatically-restrained mass-DTC storefront on the web — a digital expression of the "radical transparency" ethos: no embellishment, no markup you can''t see, no design flourish that isn''t earning its place.'
# Canonical 8-role aliases (bg / text / brand / border / accent / muted / surface / danger).
# Maps role names to this entry's actual token names so role-aware
# downstream tools resolve `theme.background` → entry's `bg`, etc.
# Auto-generated by scripts/add-aliases.mjs — do not edit manually;
# regenerate after changing color token names.
aliases:
background: bg
foreground: text
primary: brand
primary-foreground: on-brand
muted: text-muted
border: border
colors:
bg: '#ffffff' # pure white canvas — every page floor, every product ground
surface: '#f7f7f5' # faint warm-grey alt band / image placeholder ground
surface-soft: '#fafaf9' # the lightest off-white wash for input fills
text: '#000000' # body ink — pure black, the live-probed body colour
text-display: '#121212' # near-black display ink — softer than pure black on headings
text-muted: '#767676' # secondary metadata, captions, "Free shipping" lines
text-soft: '#9b9b9b' # faint placeholder + disabled label grey
brand: '#121212' # the near-black brand ink — wordmark, headings, primary CTA fill
on-brand: '#ffffff' # white text/icon on the near-black CTA
link: '#000000' # inline link — distinguished by underline, not colour
border: '#000000' # 1px hairline outline on ghost buttons + selected states
border-soft: '#e4e4e2' # default editorial divider hairline
border-input: '#bdbdbd' # mid-grey form-input outline
scrim: 'rgba(0,0,0,0.45)' # modal / drawer backdrop
success: '#1f7a3d' # "In stock", "Order confirmed" green
warning: '#9a6b00' # "Almost gone" low-stock amber
danger: '#b3261e' # validation error red
sale: '#b3261e' # markdown / "Final sale" price red — the one rare colour moment
typography:
display:
family: '"Maison Neue Book", "Helvetica Neue", Helvetica, Arial, system-ui, sans-serif'
weights: [400, 500, 600]
body:
family: '"Maison Neue Book", "Helvetica Neue", Helvetica, Arial, system-ui, sans-serif'
weights: [400, 500]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 56, weight: 400, lineHeight: 1.05, tracking: '-0.01em', family: display, note: 'Campaign hero headline — Everlane keeps even the hero at 400, never bold' }
display-lg: { size: 44, weight: 400, lineHeight: 1.1, tracking: '-0.01em', family: display }
h1: { size: 32, weight: 400, lineHeight: 1.15, tracking: '-0.005em', family: display, note: 'Live-probed h1 — 32px / 400, the modest restrained register' }
h2: { size: 26, weight: 400, lineHeight: 1.2, tracking: '0', family: display }
h3: { size: 22, weight: 500, lineHeight: 1.25, tracking: '0', family: display }
h4: { size: 18, weight: 500, lineHeight: 1.3, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body, note: 'Live-probed body — 16px / 400 / 1.55 leading' }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
product-title: { size: 15, weight: 400, lineHeight: 1.4, tracking: '0', family: body }
price: { size: 15, weight: 400, lineHeight: 1.4, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0.04em', family: body, transform: uppercase, note: 'Nav + small UI labels — Everlane sets these uppercase with light tracking' }
caption: { size: 12, weight: 400, lineHeight: 1.4, tracking: '0.02em', family: body }
button-cta: { size: 13, weight: 500, lineHeight: 1.0, tracking: '0.08em', family: body, transform: uppercase, note: 'CTA labels — uppercase, light-medium weight, wide tracking' }
micro: { size: 11, weight: 400, lineHeight: 1.3, tracking: '0.04em', family: body, transform: uppercase }
radius:
none: 0
micro: 0
sm: 0
md: 0
lg: 0
pill: 0
note: 'Everlane is rectilinear — live-probed radius is 0px on body and h1. Sharp corners are the signature; nothing rounds.'
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96, 128]
layout:
page-width: 1440
prose-width: 680
header-height: 64
grid-columns: 12
grid-gutter: 16
components:
button-primary: { bg: brand, text: on-brand, padding: '16px 32px', radius: 0, transform: uppercase, tracking: '0.08em' }
button-ghost: { bg: transparent, text: text, border: border, padding: '15px 31px', radius: 0, transform: uppercase, tracking: '0.08em' }
button-text: { bg: transparent, text: text, decoration: underline, radius: 0 }
card: { bg: bg, border: 'none', radius: 0, padding: 0, note: 'Product card is image-led — no border, no radius, no surface fill' }
input: { bg: bg, border: border-input, text: text, radius: 0, padding: '14px 16px' }
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 360
reduced-motion: 'respects prefers-reduced-motion: reduce'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1440
wide: 1680
accessibility:
contrast-text-on-bg: 21.0 # #000000 on #ffffff — AAA
contrast-display-on-bg: 18.9 # #121212 on #ffffff — AAA
contrast-on-brand-on-brand: 18.9 # #ffffff on #121212 CTA — AAA
contrast-muted-on-bg: 4.5 # #767676 on #ffffff — AA
focus-ring: '2px solid #121212 + 2px outline-offset'
reduced-motion-honored: true
touch-target-min: 44
dark-mode: null # The public storefront is light-only — radical transparency depends on the white ground.
lineage:
summary: 'Everlane''s storefront descends from three traditions. First, Swiss/International-style minimalism — the Helvetica-adjacent humanist grotesque (Maison Neue is a contemporary Akzidenz/Helvetica descendant), the rectilinear grid, the refusal of ornament, the trust in whitespace. Second, the broadsheet-and-gallery editorial tradition — full-bleed photography carrying the emotional load while type recedes to caption and label, the way a fashion magazine or a museum wall text behaves. Third, the founding-era DTC minimalism of the early 2010s (Everlane launched 2010) — the Warby Parker / Cuyana / APC lineage of "honest" commerce where the absence of design flourish signals the absence of markup, and the plain near-monochrome interface is itself the argument for "radical transparency". Everlane rejects coloured CTAs, rounded corners, gradients, drop shadows, and any chromatic brand accent — the photography supplies all warmth, and the interface stays out of the way. The result is a storefront that reads like a gallery: white walls, sharp frames, plain labels, and the product as the only colour.'
influences:
- { name: 'Helvetica (Max Miedinger, 1957)', role: 'Swiss grotesque foundation behind Maison Neue', url: 'https://en.wikipedia.org/wiki/Helvetica' }
- { name: 'A.P.C.', role: 'minimalist apparel-retail restraint and plain product presentation', url: 'https://www.apc.fr' }
- { name: 'Warby Parker', role: 'founding-era DTC minimalism contemporary', url: 'https://www.warbyparker.com' }
- { name: 'Muji', role: 'no-brand quality-goods philosophy and chromatic restraint', url: 'https://www.muji.com' }
- { name: 'Dieter Rams / Braun', role: 'less-but-better functional minimalism', url: 'https://en.wikipedia.org/wiki/Dieter_Rams' }
- { name: 'Apple', role: 'photographic-led commerce, near-monochrome chrome, type restraint', url: 'https://www.apple.com' }
---
## 1. Visual Theme & Atmosphere
Everlane's storefront is the canonical "radical transparency" DTC apparel system on the web — a pure white (`#ffffff`) canvas where full-bleed editorial photography does almost all of the work and the interface recedes to near-nothing. The page reads like a clean gallery wall: white ground, sharp-cornered frames, plain labels, and the product as the only source of colour. There is no chromatic brand accent, no coloured call-to-action, no rounded pill, no gradient, no drop shadow doing heavy lifting. The chrome's job is to disappear so the garment can speak — and that disappearance is itself the brand argument. Just as Everlane shows you the true cost breakdown of every product, the interface refuses any flourish you can't account for.
Type is the entire voice. Everything is set in **Maison Neue Book** — the warm, humanist-grotesque face (a contemporary Akzidenz/Helvetica descendant) that gives Everlane a tone that is plain but never cold, precise but never clinical. Body copy runs pure near-black (`#000000`) at a modest 16px / 400 with comfortable 1.55 leading; the live-probed h1 holds at just 32px / 400 in a softer near-black (`#121212`). The restraint of the sizing is deliberate — Everlane never shouts. Even the campaign hero stays at 400 weight; the brand has no "bold display moment". The hierarchy is carried by size, whitespace, and uppercase letter-spaced labels rather than by weight or colour.
The chromatic identity is essentially monochrome: pure white, pure black body ink, near-black display ink, and a quiet grey scale for metadata. The only colour in the entire system arrives through photography — the warm skin tones, the dyed cottons, the cashmere greys, the denim indigo of the product imagery. The interface itself is achromatic. When a rare colour moment does appear (a "Final Sale" markdown price, an error state), it is a muted red used so sparingly it registers as an exception. The discipline is the design: by refusing colour everywhere else, Everlane lets the product photography carry every emotional beat.
Shape language is strictly rectilinear. The live probe returns `0px` radius on both body and h1 — Everlane rounds nothing. Buttons are sharp rectangles, inputs are sharp rectangles, image frames are sharp rectangles, the grid is hard and squared. This squared-off vocabulary reads as honest and unstyled — there is no softening, no "friendly" rounding, no decorative curve. The rectilinear grid and the squared product imagery together produce the museum-wall-text feeling: everything framed plainly, nothing dressed up.
Layout is generous and image-led. Full-width photographic bands alternate with tightly-set product rows; whitespace does the breathing between sections. The page runs wide (up to ~1440px) with full-bleed campaign imagery, and the product grid is dense but never cramped, with the imagery flush-edged and the type chrome below it kept to the minimum — a title, a price, maybe a colour-swatch row. The composition gives the eye long photographic runs punctuated by quiet rows of plainly-labelled product. The result is the most photographically-driven, chromatically-restrained mass-DTC storefront on the web.
**Key Characteristics:**
- Pure white (`#ffffff`) canvas — every page floor, every product ground, no warmth in the chrome
- Near-monochrome palette: white + pure-black body ink (`#000000`) + near-black display ink (`#121212`) + a quiet grey scale
- **Maison Neue Book** carries everything — humanist grotesque, warm but plain, no bold display alternative
- Restrained sizing: h1 at just 32px / 400, body at 16px / 400 / 1.55 — Everlane never shouts
- Sharp `0px` corners everywhere — buttons, inputs, image frames, the whole rectilinear grid
- No coloured CTA — primary action is a flat near-black rectangle with white uppercase letter-spaced text
- Full-bleed editorial photography does all the work; the interface recedes to caption and label
- Colour arrives only through photography — the chrome is achromatic by principle
- Uppercase, lightly-tracked labels and CTAs carry hierarchy instead of weight or colour
- "Radical transparency" ethos rendered as design: no embellishment, no flourish that isn't earning its place
## 2. Color Palette & Roles
### Canvas / Surface
- **Canvas** (`#ffffff`) → `bg`: the default page floor, every product ground, every form surface — pure white, no warmth.
- **Soft Surface** (`#f7f7f5`) → `surface`: faint warm-grey alt band and image-placeholder ground — the lightest possible separation from canvas.
- **Wash** (`#fafaf9`) → `surface-soft`: the barely-there off-white used for input fills and disabled rows.
### Text / Ink
- **Body Ink** (`#000000`) → `text`: primary body colour — pure black, the live-probed body value, every paragraph and metadata line.
- **Display Ink** (`#121212`) → `text-display`: near-black heading colour — slightly softer than pure black so large type doesn't vibrate against white.
- **Muted** (`#767676`) → `text-muted`: secondary metadata, captions, "Free shipping & returns" lines, breadcrumbs.
- **Soft** (`#9b9b9b`) → `text-soft`: faint placeholder text and disabled labels.
### Brand
- **Everlane Near-Black** (`#121212`) → `brand`: the wordmark, headings, and the primary CTA fill — the single brand ink. Everlane has no chromatic brand colour; the near-black is the brand.
- **On-Brand** (`#ffffff`) → `on-brand`: white text and icons reversed out of the near-black CTA.
### Interactive / Borders
- **Link** (`#000000`) → `link`: inline links — distinguished by underline, never by colour.
- **Border Strong** (`#000000`) → `border`: 1px hairline on ghost buttons, selected swatches, and focus contexts.
- **Border Soft** (`#e4e4e2`) → `border-soft`: default editorial divider hairline between sections and rows.
- **Border Input** (`#bdbdbd`) → `border-input`: mid-grey default outline on form inputs.
### Shadow / Scrim
- **Scrim** (`rgba(0,0,0,0.45)`) → `scrim`: modal and cart-drawer backdrop. Everlane otherwise uses almost no shadow — depth comes from whitespace and the sharp-edged frame, not from elevation.
### Semantic
- **Success** (`#1f7a3d`) → `success`: "In stock", "Order confirmed", "Added to bag" — a muted confident green, never bright.
- **Warning** (`#9a6b00`) → `warning`: "Almost gone" / low-stock urgency — a restrained amber.
- **Danger** (`#b3261e`) → `danger`: validation error red — used only for genuine errors.
- **Sale** (`#b3261e`) → `sale`: "Final Sale" markdown price — the one rare colour moment in the whole product chrome, deliberately the same muted red as danger so colour stays a true exception.
## 3. Typography Rules
### Font Family
**Primary**: `"Maison Neue Book", "Helvetica Neue", Helvetica, Arial, system-ui, sans-serif`. Maison Neue (Milieu Grotesque, 2012) is a contemporary humanist grotesque — an Akzidenz/Helvetica descendant with slightly warmer, more open letterforms. The "Book" weight (a 400-ish optical weight) is the entire Everlane voice: plain, precise, warm without being soft. The fallback chain degrades to Helvetica Neue → Helvetica → Arial → system-ui so the rhythm survives even when the webfont fails.
**Mono**: not part of the storefront brand system — `ui-monospace` is listed only as a technical fallback for any incidental code/SKU rendering.
**OpenType features**: no stylistic sets are configured; Everlane commits to the default Maison Neue glyph set. Tabular figures may be enabled on prices but the storefront does not depend on it.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Transform | Notes |
|------|------|------|--------|-------------|----------------|-----------|-------|
| display-hero | Maison Neue Book | 56 | 400 | 1.05 | -0.01em | — | Campaign hero headline — stays at 400, never bold |
| display-lg | Maison Neue Book | 44 | 400 | 1.1 | -0.01em | — | Large editorial headline |
| h1 | Maison Neue Book | 32 | 400 | 1.15 | -0.005em | — | Live-probed page H1 — the modest restrained register |
| h2 | Maison Neue Book | 26 | 400 | 1.2 | 0 | — | Section heading |
| h3 | Maison Neue Book | 22 | 500 | 1.25 | 0 | — | Sub-section heading |
| h4 | Maison Neue Book | 18 | 500 | 1.3 | 0 | — | Card / block heading |
| body-lg | Maison Neue Book | 18 | 400 | 1.55 | 0 | — | Lead paragraph, editorial intro |
| body | Maison Neue Book | 16 | 400 | 1.55 | 0 | — | Live-probed default body — 1.55 leading |
| body-sm | Maison Neue Book | 14 | 400 | 1.5 | 0 | — | Secondary copy, descriptions |
| product-title | Maison Neue Book | 15 | 400 | 1.4 | 0 | — | Grid tile product title |
| price | Maison Neue Book | 15 | 400 | 1.4 | 0 | — | Product price — same plain weight as title |
| label | Maison Neue Book | 13 | 500 | 1.4 | 0.04em | uppercase | Nav + small UI labels |
| caption | Maison Neue Book | 12 | 400 | 1.4 | 0.02em | — | Footnotes, fine print |
| button-cta | Maison Neue Book | 13 | 500 | 1.0 | 0.08em | uppercase | CTA labels — wide tracking |
| micro | Maison Neue Book | 11 | 400 | 1.3 | 0.04em | uppercase | Footer legal, micro-labels |
### Principles
- **One face, one register.** Maison Neue Book carries everything — there is no second display face and no bold display moment. Hierarchy comes from size, whitespace, and uppercase tracking, not from weight.
- **400 is the default everywhere.** Even the hero stays at 400; 500 appears only on small sub-headings and labels. Everlane never shouts.
- **Modest sizing.** The h1 holds at 32px and body at 16px with 1.55 leading — generous leading on a restrained scale.
- **Uppercase, lightly-tracked labels.** Nav links, CTAs, and micro-labels are uppercase with 0.04–0.08em positive tracking — the one typographic signature that reads instantly as Everlane.
- **Near-black, not pure black, on display.** Body is pure `#000000`; large display type uses `#121212` so it doesn't vibrate against white.
- **Tight tracking on display, neutral on body.** Display sizes pull in to -0.01em; body and small text sit at 0 tracking and trust Maison Neue's natural rhythm.
- **No expressive alternative.** No script, no serif, no variable display — the humanist grotesque is the whole voice.
- **Closest open-source substitutes**: Inter, Söhne, or Neue Haas Grotesk sit close to Maison Neue's metrics. Set the "Book" register at 400 and add ~0.04em tracking on labels to recover the Everlane feel.
## 4. Component Stylings
### Buttons
**`button-primary`** — flat near-black (`#121212`) fill, white (`#ffffff`) text in 13/500 uppercase with 0.08em tracking, sharp `0px` corners, 16×32px padding. The most common CTA: "ADD TO BAG", "CHECKOUT", "SHOP NOW". There is no coloured pill — the flat near-black rectangle is the brand action. Hover lifts the fill very slightly to pure `#000000` (or drops opacity to ~0.85); active deepens further. The full-width variant ("ADD TO BAG" on PDP) spans the buy-box column.
**`button-ghost`** — transparent fill, 1px pure-black (`#000000`) outline, ink text in 13/500 uppercase with 0.08em tracking, sharp `0px` corners, 15×31px padding (1px less than primary to keep the box identical). Used for secondary actions — "ADD TO WISHLIST", "SIZE GUIDE", "NOTIFY ME". On hover the outline fills near-black with white text — a clean invert.
**`button-text`** — plain ink text with a persistent or hover underline, no box. Used for tertiary links — "View details", "Read the story", "See size guide". The underline is the affordance; colour never changes.
**`button-disabled`** — `#e4e4e2` fill (or near-black at reduced opacity), `#9b9b9b` text, sharp corners, no pointer. Used for "SELECT A SIZE" before a size is chosen.
### Cards
**`product-card`** — listing tile, image-led. No border, no radius, no surface fill — the image is the card. Stack: a squared product photograph (typically 3:4 or 4:5 portrait, flush-edged, often on a soft `#f7f7f5` studio ground or a model on location), optional second image on hover (the "hover to see worn / alternate view" pattern), product title in 15/400 ink, price in 15/400 ink (or muted strikethrough + `sale` red for markdowns), and an optional inline colour-swatch row of small squared chips. There is no card chrome — the photograph and the two lines of plain type are the whole tile.
**`editorial-band`** — full-bleed photographic band, sharp-edged, spanning the page width. Carries a campaign image with an overlaid or adjacent headline in `display-lg`/`display-hero` at 400, plain sub-copy, and a single `button-ghost` or `button-text` CTA. The image is the band; the type is minimal and often left- or centre-aligned in generous whitespace.
**`pdp-buy-box`** — the right rail on a product page. No surface fill, no border, no shadow — just well-spaced plain type. Stack: product title in `h2`/`h3`, price in 16/400 (with muted strikethrough + `sale` red if marked down), the "transparency" cost-breakdown link, colour-swatch squares, a squared size selector row, a full-width near-black ADD TO BAG button, a ghost wishlist button, and "Free shipping & returns" in 14/400 muted.
### Badges, Tags, Pills
**`badge-sale`** — inline "FINAL SALE" or "-30%" in `sale` red (`#b3261e`) 11/400 uppercase with 0.04em tracking. No surface, no border — type only. The rare colour moment.
**`badge-new`** — inline "NEW" or "BACK IN STOCK" in near-black (`#121212`) 11/400 uppercase with 0.04em tracking. Type only, no surface.
**`badge-best-seller`** — small near-black-outlined or plain-text tag, 11/400 uppercase, sits above or on the product image corner. Squared, never a pill.
There are no rounded pill badges anywhere — every tag is plain uppercase type or a sharp-cornered outlined rectangle.
### Inputs / Forms
**`text-input`** — white (`#ffffff`) surface, 1px `#bdbdbd` mid-grey outline, sharp `0px` corners, 14×16px padding, ink text in 16/400. Label sits above in `label` 13/500 uppercase muted, or the field uses a floating-label pattern. On focus the outline thickens to 1.5px near-black (`#121212`) — no glow, no colour, just a darker hairline.
**`size-selector`** — a row of squared cells (sharp `0px` corners), 1px `#bdbdbd` outline default, ink size label centred. Selected state: 1px pure-black outline (or near-black fill with white text). Out-of-stock: muted `#9b9b9b` text with a 1px diagonal strikethrough. Hover: outline darkens to near-black.
**`colour-swatch`** — small squared chips (sharp corners) showing each colourway. Selected chip gains a 1px near-black outline with a small offset. Squared, never circular — consistent with the rectilinear language.
**`newsletter-input`** — footer email capture. Squared field with a 1px hairline (often just a bottom rule), placeholder in muted grey, paired with a near-black "SUBSCRIBE" button or an inline arrow.
### Navigation
**`masthead`** — full-width white bar with a thin 1px `#e4e4e2` bottom hairline, ~64px tall. EVERLANE wordmark centred or flush-left in near-black (uppercase, lightly tracked). Department links — "WOMEN", "MEN", "ALL" — in `label` 13/500 uppercase with 0.04em tracking, ink, with hover revealing an underline. Account / Search / Bag utilities flush right as plain icons. The whole bar is achromatic and almost weightless.
**`mega-menu`** — opens from a department link as a full-width white panel, sharp-edged, 1px hairline, no shadow (or the faintest one). Multi-column category lists with `label` uppercase column heads and 14/400 mixed-case secondary links, often anchored by a single photographic block on one side.
**`breadcrumb`** — `text-muted` (`#767676`) with `/` or `>` separators in 12/400.
**`footer`** — white ground, multi-column link list in 14/400 ink under `label` uppercase column heads, the newsletter capture, and the "radical transparency" / "our factories" links that are core to the brand. A thin top hairline separates it from the page.
## 5. Layout Principles
### Spacing System
- Base unit: **4px**
- Scale: `0 · 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96 · 128`
- Section padding (vertical): **64–96px** between major bands; up to **128px** around full-bleed editorial bands where whitespace is doing the breathing
- Card chrome: **0** around the product image (image flush-edged), with a small **8–12px** gap to the title/price beneath
- Gutters: **16px** between product tiles in grid view; **64–96px** between major editorial bands
### Grid & Container
- Max content width: **~1440px** centred — Everlane runs wide to let full-bleed photography breathe
- 12-column grid with **16px gutters**
- Homepage: full-bleed hero band → alternating editorial photographic bands → product carousels → category mosaics
- Listing pages: **3–4 column** product grid at desktop (image-led, minimal chrome), collapsing to 2 → 1 at narrower widths
- PDP: 2-column with a large image gallery left (often ~55–60%) and a plain buy-box right
- Footer: multi-column link list on white
### Whitespace Philosophy
Whitespace is the primary structural device. Everlane gives editorial bands generous breath — 64–128px vertical rhythm — and lets the photography fill the visual field while keeping the type chrome minimal. The product grid is tighter (16px gutters) but the images carry it. The rhythm is **generous breath around photography → tight plain rows of product** — a gallery cadence where long photographic runs are punctuated by quiet, plainly-labelled product rows.
### Section Cadence
Everlane runs almost entirely on white. The default cadence is **white → photographic band → white → product row → photographic band**, with the photographic bands supplying all the colour and the white interstitials supplying the breathing room. There is no colour-band alternation — the rhythm is white-and-photography, never white-and-tint.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| Sharp | 0px | Everything — buttons, inputs, image frames, swatches, size cells, the entire grid |
Everlane is rectilinear. The live probe returns `0px` radius on both body and h1, and the discipline holds across the system: nothing rounds. There is no "soft" tier, no pill, no comfortable middle ground. The sharp corner is the signature — it reads as honest, unstyled, and gallery-plain. Where peers reach for rounding to feel "friendly", Everlane refuses it; the squared frame is the brand's argument that the design isn't dressing anything up.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | no shadow | Body, masthead, footer, all editorial bands, product cards, buy-box (~99% of surfaces) |
| 1 — Drawer/Modal | very faint `rgba(0,0,0,0.08) 0 2px 16px` (or none) | Cart drawer, mega-menu, dialogs — the rare lifted surface |
| 2 — Scrim | `rgba(0,0,0,0.45)` | Modal / cart-drawer backdrop |
### Shadow Philosophy
Everlane is essentially flat. Depth comes from **whitespace and the sharp-edged frame**, not from elevation. A product card reads as distinct not because it floats but because the photograph is flush-framed against white with generous space around it. The only lifted surfaces are the cart drawer and the occasional modal, and even those use a barely-there single-layer shadow or rely entirely on the scrim to separate from the page. There are no brand-tinted shadows, no multi-layer atmospheric compositions, no hover-glow — the brand position is gallery flatness, where the photography supplies all the dimensionality the page needs.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for hover, focus, colour swaps
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — cart-drawer slide, mega-menu open
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 150ms | CTA hover, focus hairline, underline reveal |
| Standard | 240ms | Card image cross-fade, mega-menu open, image gallery swap |
| Slow | 360ms | Cart-drawer slide-in, hero image fade on first paint |
### Per-Component Recipes
- **CTA hover**: near-black fill lifts to pure `#000000` (or to ~0.85 opacity) over 150ms — a quiet deepening, never a colour change.
- **Ghost-button hover**: outline fills near-black with white text over 150ms — a clean invert.
- **Product-card hover**: cross-fade from the primary photograph to a second image (alternate angle / worn shot) over 240ms — Everlane's signature "hover to see more" pattern. No scale, no lift.
- **Link hover**: underline appears (or thickens) over 150ms; colour stays ink.
- **Input focus**: outline thickens from 1px `#bdbdbd` to 1.5px near-black over 150ms — no glow, no colour.
- **Mega-menu open**: 240ms fade + subtle slide-down, emphasized easing.
- **Cart drawer**: slides in from the right over 360ms emphasized, scrim fades in behind it.
- **Hero image**: fades opacity 0 → 1 over 360ms on first paint.
### Page Transitions
Page-to-page navigation is a hard navigation with no client-side routing animation — Everlane prioritises perceived speed and the plain, unembellished feel. The one persistent animated surface is the cart drawer, which slides rather than re-routing.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. The product-card image cross-fade becomes an instant swap (or stays on the primary image). Drawer slide degrades to opacity-only. Hero fade becomes instant. Only colour and underline transitions remain.
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | Level |
|------|-------|-------|
| `#000000` body ink on `#ffffff` canvas | 21.0 | AAA |
| `#121212` display ink on `#ffffff` canvas | 18.9 | AAA |
| `#ffffff` on `#121212` near-black CTA | 18.9 | AAA |
| `#000000` link on `#ffffff` (link colour stays ink) | 21.0 | AAA |
| `#767676` muted on `#ffffff` | 4.5 | AA |
| `#9b9b9b` soft on `#ffffff` | 2.8 | Fail — decorative/placeholder only, never load-bearing text |
| `#b3261e` sale red on `#ffffff` | 5.5 | AA |
| `#1f7a3d` success on `#ffffff` | 4.7 | AA |
The body-on-canvas and CTA pairs sit at AAA — the near-monochrome palette makes high contrast essentially automatic. The only caution is `#9b9b9b` soft grey, which fails AA and must be reserved for placeholder and disabled states, never for content a user needs to read. Muted `#767676` is the floor for genuine secondary text.
### Focus Indicators
Focus ring is **2px solid `#121212`** (near-black) with a 2px outline-offset. Buttons, inputs, links, swatches, and size cells all gain a hard near-black ring on `:focus-visible`. Everlane uses near-black (not a coloured ring) because the white surfaces give it maximum contrast and the achromatic ring stays consistent with the no-colour discipline.
### ARIA Patterns
- **Search**: `role="search"`; input has `aria-label="Search Everlane"`.
- **Product card**: the whole tile wraps in an `<a>` with a descriptive `aria-label` — "The Cashmere Crew, Heather Grey, $100".
- **Size selector**: `role="radiogroup"` with `aria-labelledby` pointing to the "Size" label; each cell is `role="radio"` with `aria-checked`. Out-of-stock cells are `aria-disabled`.
- **Colour swatch**: `role="radiogroup"`; each chip `role="radio"` with an accessible name for the colour.
- **Cart drawer**: `role="dialog"` with `aria-modal="true"`, focus trapped, Escape closes, focus returns to the bag icon.
- **Wishlist heart**: `aria-pressed` to communicate save state.
### Keyboard Navigation
- Masthead: Tab moves wordmark → department links → search → account → wishlist → bag
- Listing: Tab through tiles in document order; the wishlist control is its own stop
- PDP: Tab through gallery → colour swatches → size cells → ADD TO BAG → wishlist
- Mega-menu: arrow keys navigate columns, Escape closes
- Cart drawer: focus trapped inside, Escape closes
### Screen Reader Hints
Verbose `aria-label` on icon-only controls (search, bag, wishlist). The cart drawer announces on open with item count. Out-of-stock sizes announce as disabled with the size in the label. Price changes (markdowns) include both original and sale price in the accessible name.
### Reduced Motion
All transitions degrade to opacity-only or instant. The card image cross-fade becomes an instant swap; the drawer slide becomes an opacity fade; the hero fade becomes instant.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | <640px | Masthead collapses to wordmark + bag + hamburger; search becomes a tap-to-open field; product grid 1–2 up; PDP buy-box stacks beneath the gallery; ADD TO BAG becomes a sticky bottom bar |
| Tablet | 640–1024px | Inline masthead with search; product grid 2–3 up |
| Desktop | 1024–1440px | Full department nav with mega-menus; product grid 3–4 up |
| Wide | ≥1440px | Content caps at ~1440px; full-bleed editorial bands span the viewport; product grid 4 up |
### Touch Targets
- Primary CTAs: ~48px effective height (16px padding × 13px label) — meets AAA
- Size cells: ≥44×44px — meets AA
- Colour swatches: small visually but with ≥44px hit-target padding
- Product tile: the entire image + title block is tappable
### Collapsing Strategy
- Masthead: utilities collapse first; only wordmark + bag + hamburger remain on mobile
- Search: drops out of the inline bar into a tap-to-open field on mobile
- Product grid: 4 → 3 → 2 → 1 with 16px gutters compressing to 12px → 8px
- PDP: 2-column stacks to single column; ADD TO BAG becomes a sticky bottom bar
- Editorial bands: full-bleed images crop to a portrait aspect on mobile, headline moves below the image
### Image Behavior
Product and editorial imagery is the load-bearing element, so it is treated carefully: squared frames, `object-fit: cover`, and an `aspect-ratio` (3:4 or 4:5 on grid tiles, full-bleed on editorial bands) so reflow never shifts. The hover cross-fade to a second image is suppressed on touch (tap opens the PDP instead). Images are responsive-sourced (srcset) so the photography stays crisp at every width — non-negotiable given the brand depends on it.
### Container Queries
Used in the PDP buy-box: when the right rail narrows, the size selector collapses from a single row to a wrapping grid and the colour swatches switch to a horizontal scroll rail.
## 11. Content & Voice
### Tone
Plain, honest, declarative — with quiet warmth. Everlane's voice is the brand's "radical transparency" rendered as language: it names the product plainly, names the price plainly, and often names the cost behind the price (the famous "Here's what it costs to make. Here's what others charge. Here's our price." breakdown). Headlines lead with the product and the value ("The Cashmere Crew", "Our Cleanest Denim Yet") rather than hype. The register is unembellished but never cold — the humanist warmth of Maison Neue carries through into the copy.
### Microcopy Patterns
- **Button verbs**: "ADD TO BAG", "CHECKOUT", "SHOP NOW", "SUBSCRIBE" — uppercase, direct, outcome-named (Everlane says "bag", not "cart")
- **Error message recipe**: brief + corrective — "Please enter a valid email address."
- **Success confirmations**: factual — "Added to bag · The Cashmere Crew · Heather Grey · M"
- **Field labels**: short, often uppercase or sentence-case — "Email", "Card number", "ZIP code"
- **Transparency callouts**: "Here's what it costs to make" — the signature copy device, links to the cost breakdown
- **Stock urgency**: "Almost gone" / "Only a few left" — restrained, no exclamation
### Empty States
Empty bag: "Your bag is empty. Start with our best sellers, or shop new arrivals." — sentence case, two destinations named.
Empty wishlist: "You haven't saved anything yet. Tap the heart on any product to save it." — instructive.
Empty search: "No results for [query]. Try a different search, or browse women's or men's." — names cause + alternatives.
### CTA Verb Conventions
- Primary: **"ADD TO BAG"** (default), **"CHECKOUT"**, **"SHOP NOW"**, **"NOTIFY ME"** (out of stock)
- Save: **"ADD TO WISHLIST"** (heart)
- Tertiary: **"VIEW DETAILS"**, **"READ THE STORY"**, **"SEE SIZE GUIDE"**
- Avoided: "Submit", "Click here", "Buy it now!" — Everlane keeps it plain and outcome-named
- Always uppercase, always lightly tracked (0.08em) on display CTAs.
## 12. Dark Mode & Theming
**Light-only on the public web.** Everlane's storefront has no dark variant — and shouldn't. The "radical transparency" ethos depends on the white ground: the gallery-wall cleanliness, the photography reading against neutral white, and the chrome receding to near-nothing all require the bright canvas. Inverting the page would fight the photography (product imagery is shot and colour-graded against white/neutral grounds) and lose the "plain gallery" architecture that is the entire brand position.
If a dark surface is ever needed for a single campaign band, it should use `#121212` ground with white type and the photography carried over unchanged — but this would appear inline within the light page, not as a separate dark mode toggle.
## 13. Lineage & Influences
Everlane's storefront descends from three traditions. First, **Swiss / International-style minimalism** — Maison Neue is a contemporary humanist grotesque in the Akzidenz / Helvetica line, and the storefront inherits the Swiss trust in the grid, in whitespace, and in the refusal of ornament. The rectilinear frames, the uppercase tracked labels, the achromatic chrome — all are International Typographic Style applied to commerce. Second, the **broadsheet-and-gallery editorial tradition** — full-bleed photography carries the emotional load while type recedes to caption and label, exactly the way a fashion magazine spread or a museum wall text behaves. The page is composed like editorial, not like a typical shopping cart.
Third, the **founding-era DTC minimalism of the early 2010s**. Everlane launched in 2010 alongside the wave of direct-to-consumer brands — Warby Parker, Cuyana, A.P.C.'s digital sensibility — for whom the absence of design flourish was itself the argument: no middlemen, no markup you can't see, no embellishment to pay for. The plain near-monochrome interface signals the honesty of the pricing. What Everlane rejects is as defining as what it keeps: no coloured CTAs, no rounded corners, no gradients, no drop shadows, no chromatic brand accent, no expressive display type. The photography supplies all the warmth and colour; the interface stays a clean gallery wall.
**Influences:**
- **Helvetica (Max Miedinger, 1957)** — the Swiss grotesque foundation behind Maison Neue's letterforms, [en.wikipedia.org/wiki/Helvetica](https://en.wikipedia.org/wiki/Helvetica)
- **A.P.C.** — minimalist apparel-retail restraint and plain product presentation, [apc.fr](https://www.apc.fr)
- **Warby Parker** — founding-era DTC minimalism contemporary, [warbyparker.com](https://www.warbyparker.com)
- **Muji** — no-brand quality-goods philosophy and chromatic restraint, [muji.com](https://www.muji.com)
- **Dieter Rams / Braun** — "less, but better" functional minimalism, [en.wikipedia.org/wiki/Dieter_Rams](https://en.wikipedia.org/wiki/Dieter_Rams)
- **Apple** — photographic-led commerce, near-monochrome chrome, type restraint, [apple.com](https://www.apple.com)
## 14. Do's and Don'ts
**Do**
- Anchor the page on pure white (`#ffffff`) with pure-black body ink (`#000000`) and near-black display ink (`#121212`)
- Set everything in Maison Neue Book (or Inter/Söhne as substitute) at 400 — let size and whitespace carry hierarchy
- Keep the h1 modest — 32px / 400 — and never reach for a bold display weight
- Use sharp `0px` corners everywhere — buttons, inputs, image frames, swatches, size cells
- Make the primary CTA a flat near-black rectangle with white uppercase 13/500 text at 0.08em tracking
- Let full-bleed editorial photography do the work; keep the chrome minimal and achromatic
- Use uppercase, lightly-tracked labels (0.04em) for nav and small UI — the one Everlane signature
- Use the product-card hover to cross-fade to a second image (alternate / worn shot), not to scale or lift
- Reserve the rare colour (muted red `#b3261e`) for sale prices and errors only
- Use generous whitespace (64–128px) around photographic bands as the primary structural device
**Don't**
- Don't add a coloured CTA — the flat near-black rectangle is the brand action, colour is forbidden in the chrome
- Don't round any corner — Everlane is rectilinear; a pill or rounded card breaks the whole language
- Don't introduce gradients, drop shadows, or a brand accent colour — the chrome is achromatic
- Don't use bold display type or a second face — one face, one register, 400 weight
- Don't shout sizing — no 48px+ bold headlines; the h1 holds at 32px / 400
- Don't add warm off-whites or tinted bands — white-and-photography, never white-and-tint
- Don't make colour swatches circular — they are squared chips like everything else
- Don't lean on `#9b9b9b` soft grey for real content — it fails AA; reserve it for placeholders
- Don't use environmental shadow to separate cards — whitespace and the sharp frame do that
- Don't say "Submit" or "Buy it now!" — keep CTAs plain and outcome-named ("ADD TO BAG", "CHECKOUT")
- Don't add a dark mode toggle — the radical-transparency white ground is the brand
- Don't crowd the grid — let the photography breathe with 16px gutters and clean rows
## 15. Agent Prompt Guide
### Quick Color Reference
```
Canvas: #ffffff
Body Ink: #000000
Display Ink: #121212
Brand: #121212
On-Brand: #ffffff
Muted: #767676
Soft: #9b9b9b
Border Soft: #e4e4e2
Border Input: #bdbdbd
Sale Red: #b3261e
Success: #1f7a3d
```
### Example Component Prompts
- "Create an Everlane-style ADD TO BAG button: a flat near-black (`#121212`) rectangle with sharp `0px` corners, white text in Maison Neue Book 13/500 uppercase with 0.08em letter-spacing, 16×32px padding. No rounding, no shadow. Hover deepens the fill to pure `#000000` over 150ms."
- "Build an Everlane masthead: full-width white bar with a 1px `#e4e4e2` bottom hairline, ~64px tall. EVERLANE wordmark in near-black (uppercase, lightly tracked). Department links 'WOMEN / MEN / ALL' in 13/500 uppercase with 0.04em tracking, ink, underline on hover. Search / Account / Bag utilities flush right as plain icons. Fully achromatic, almost weightless."
- "Design an Everlane product card: image-led with no border, no radius, no surface fill. Squared product photograph at 4:5 portrait (`object-fit: cover`) that cross-fades to a second 'worn' image on hover over 240ms (no scale). Product title in Maison Neue Book 15/400 ink beneath, price in 15/400 ink, optional squared colour-swatch row of small chips. Optional inline 'FINAL SALE' tag in muted red `#b3261e` 11/400 uppercase."
- "Create an Everlane PDP buy-box: no surface fill, no border, no shadow — just well-spaced plain Maison Neue Book type on white. Stack: product title in 26/400, price in 16/400 (muted strikethrough + `#b3261e` red if marked down), a 'Here's what it costs to make' transparency link, squared colour swatches, a row of squared size cells (1px `#bdbdbd` outline, selected = 1px black, out-of-stock = strikethrough), a full-width near-black ADD TO BAG button, a ghost ADD TO WISHLIST button, and 'Free shipping & returns' in 14/400 muted `#767676`."
- "Build an Everlane editorial band: full-bleed photographic band with sharp edges spanning the page. Headline in Maison Neue Book 44/400 (never bold), plain sub-copy, and a single ghost CTA (transparent fill, 1px black outline, white-on-black on hover). Generous whitespace, achromatic chrome — the photo supplies all the colour."
- "Design an Everlane size selector: a row of squared cells (sharp `0px` corners), 1px `#bdbdbd` outline default, ink size label centred. Selected: 1px pure-black outline. Out-of-stock: muted `#9b9b9b` text with a 1px diagonal strikethrough. Hover: outline darkens to near-black. ≥44px touch targets."
### Iteration Guide
1. **Start with white + black, no accent colour.** If your page has a coloured CTA or a brand accent hue, it isn't Everlane. Colour comes only from photography.
2. **Sharp corners, always.** `0px` radius everywhere — buttons, inputs, frames, swatches. A single rounded element breaks the rectilinear language.
3. **One face at 400.** Maison Neue Book (or Inter/Söhne) at 400 for nearly everything. No bold display, no second face — let size and whitespace build hierarchy.
4. **Keep sizing modest.** h1 at 32px / 400, body at 16px / 1.55. If your headline is shouting, pull it back.
5. **Flat near-black CTA, white uppercase tracked label.** `#121212` fill, white 13/500 uppercase at 0.08em. No pill, no gradient, no shadow.
6. **Let photography carry the page.** Full-bleed editorial bands with minimal type chrome; product cards are the image plus two plain lines. The interface should recede.
7. **Hover cross-fades to a second image** — not scale, not lift. That alternate-view cross-fade is the Everlane product-card signature.
8. **Use whitespace, not shadow, for depth.** 64–128px around photographic bands; sharp frames against white. The page should feel like a gallery wall, not a layered UI.
1. Visual Theme & Atmosphere
Everlane’s storefront is the canonical “radical transparency” DTC apparel system on the web — a pure white (#ffffff) canvas where full-bleed editorial photography does almost all of the work and the interface recedes to near-nothing. The page reads like a clean gallery wall: white ground, sharp-cornered frames, plain labels, and the product as the only source of colour. There is no chromatic brand accent, no coloured call-to-action, no rounded pill, no gradient, no drop shadow doing heavy lifting. The chrome’s job is to disappear so the garment can speak — and that disappearance is itself the brand argument. Just as Everlane shows you the true cost breakdown of every product, the interface refuses any flourish you can’t account for.
Type is the entire voice. Everything is set in Maison Neue Book — the warm, humanist-grotesque face (a contemporary Akzidenz/Helvetica descendant) that gives Everlane a tone that is plain but never cold, precise but never clinical. Body copy runs pure near-black (#000000) at a modest 16px / 400 with comfortable 1.55 leading; the live-probed h1 holds at just 32px / 400 in a softer near-black (#121212). The restraint of the sizing is deliberate — Everlane never shouts. Even the campaign hero stays at 400 weight; the brand has no “bold display moment”. The hierarchy is carried by size, whitespace, and uppercase letter-spaced labels rather than by weight or colour.
The chromatic identity is essentially monochrome: pure white, pure black body ink, near-black display ink, and a quiet grey scale for metadata. The only colour in the entire system arrives through photography — the warm skin tones, the dyed cottons, the cashmere greys, the denim indigo of the product imagery. The interface itself is achromatic. When a rare colour moment does appear (a “Final Sale” markdown price, an error state), it is a muted red used so sparingly it registers as an exception. The discipline is the design: by refusing colour everywhere else, Everlane lets the product photography carry every emotional beat.
Shape language is strictly rectilinear. The live probe returns 0px radius on both body and h1 — Everlane rounds nothing. Buttons are sharp rectangles, inputs are sharp rectangles, image frames are sharp rectangles, the grid is hard and squared. This squared-off vocabulary reads as honest and unstyled — there is no softening, no “friendly” rounding, no decorative curve. The rectilinear grid and the squared product imagery together produce the museum-wall-text feeling: everything framed plainly, nothing dressed up.
Layout is generous and image-led. Full-width photographic bands alternate with tightly-set product rows; whitespace does the breathing between sections. The page runs wide (up to ~1440px) with full-bleed campaign imagery, and the product grid is dense but never cramped, with the imagery flush-edged and the type chrome below it kept to the minimum — a title, a price, maybe a colour-swatch row. The composition gives the eye long photographic runs punctuated by quiet rows of plainly-labelled product. The result is the most photographically-driven, chromatically-restrained mass-DTC storefront on the web.
Key Characteristics:
- Pure white (
#ffffff) canvas — every page floor, every product ground, no warmth in the chrome - Near-monochrome palette: white + pure-black body ink (
#000000) + near-black display ink (#121212) + a quiet grey scale - Maison Neue Book carries everything — humanist grotesque, warm but plain, no bold display alternative
- Restrained sizing: h1 at just 32px / 400, body at 16px / 400 / 1.55 — Everlane never shouts
- Sharp
0pxcorners everywhere — buttons, inputs, image frames, the whole rectilinear grid - No coloured CTA — primary action is a flat near-black rectangle with white uppercase letter-spaced text
- Full-bleed editorial photography does all the work; the interface recedes to caption and label
- Colour arrives only through photography — the chrome is achromatic by principle
- Uppercase, lightly-tracked labels and CTAs carry hierarchy instead of weight or colour
- “Radical transparency” ethos rendered as design: no embellishment, no flourish that isn’t earning its place
2. Color Palette & Roles
Canvas / Surface
- Canvas (
#ffffff) →bg: the default page floor, every product ground, every form surface — pure white, no warmth. - Soft Surface (
#f7f7f5) →surface: faint warm-grey alt band and image-placeholder ground — the lightest possible separation from canvas. - Wash (
#fafaf9) →surface-soft: the barely-there off-white used for input fills and disabled rows.
Text / Ink
- Body Ink (
#000000) →text: primary body colour — pure black, the live-probed body value, every paragraph and metadata line. - Display Ink (
#121212) →text-display: near-black heading colour — slightly softer than pure black so large type doesn’t vibrate against white. - Muted (
#767676) →text-muted: secondary metadata, captions, “Free shipping & returns” lines, breadcrumbs. - Soft (
#9b9b9b) →text-soft: faint placeholder text and disabled labels.
Brand
- Everlane Near-Black (
#121212) →brand: the wordmark, headings, and the primary CTA fill — the single brand ink. Everlane has no chromatic brand colour; the near-black is the brand. - On-Brand (
#ffffff) →on-brand: white text and icons reversed out of the near-black CTA.
Interactive / Borders
- Link (
#000000) →link: inline links — distinguished by underline, never by colour. - Border Strong (
#000000) →border: 1px hairline on ghost buttons, selected swatches, and focus contexts. - Border Soft (
#e4e4e2) →border-soft: default editorial divider hairline between sections and rows. - Border Input (
#bdbdbd) →border-input: mid-grey default outline on form inputs.
Shadow / Scrim
- Scrim (
rgba(0,0,0,0.45)) →scrim: modal and cart-drawer backdrop. Everlane otherwise uses almost no shadow — depth comes from whitespace and the sharp-edged frame, not from elevation.
Semantic
- Success (
#1f7a3d) →success: “In stock”, “Order confirmed”, “Added to bag” — a muted confident green, never bright. - Warning (
#9a6b00) →warning: “Almost gone” / low-stock urgency — a restrained amber. - Danger (
#b3261e) →danger: validation error red — used only for genuine errors. - Sale (
#b3261e) →sale: “Final Sale” markdown price — the one rare colour moment in the whole product chrome, deliberately the same muted red as danger so colour stays a true exception.
3. Typography Rules
Font Family
Primary: "Maison Neue Book", "Helvetica Neue", Helvetica, Arial, system-ui, sans-serif. Maison Neue (Milieu Grotesque, 2012) is a contemporary humanist grotesque — an Akzidenz/Helvetica descendant with slightly warmer, more open letterforms. The “Book” weight (a 400-ish optical weight) is the entire Everlane voice: plain, precise, warm without being soft. The fallback chain degrades to Helvetica Neue → Helvetica → Arial → system-ui so the rhythm survives even when the webfont fails.
Mono: not part of the storefront brand system — ui-monospace is listed only as a technical fallback for any incidental code/SKU rendering.
OpenType features: no stylistic sets are configured; Everlane commits to the default Maison Neue glyph set. Tabular figures may be enabled on prices but the storefront does not depend on it.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Transform | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | Maison Neue Book | 56 | 400 | 1.05 | -0.01em | — | Campaign hero headline — stays at 400, never bold |
| display-lg | Maison Neue Book | 44 | 400 | 1.1 | -0.01em | — | Large editorial headline |
| h1 | Maison Neue Book | 32 | 400 | 1.15 | -0.005em | — | Live-probed page H1 — the modest restrained register |
| h2 | Maison Neue Book | 26 | 400 | 1.2 | 0 | — | Section heading |
| h3 | Maison Neue Book | 22 | 500 | 1.25 | 0 | — | Sub-section heading |
| h4 | Maison Neue Book | 18 | 500 | 1.3 | 0 | — | Card / block heading |
| body-lg | Maison Neue Book | 18 | 400 | 1.55 | 0 | — | Lead paragraph, editorial intro |
| body | Maison Neue Book | 16 | 400 | 1.55 | 0 | — | Live-probed default body — 1.55 leading |
| body-sm | Maison Neue Book | 14 | 400 | 1.5 | 0 | — | Secondary copy, descriptions |
| product-title | Maison Neue Book | 15 | 400 | 1.4 | 0 | — | Grid tile product title |
| price | Maison Neue Book | 15 | 400 | 1.4 | 0 | — | Product price — same plain weight as title |
| label | Maison Neue Book | 13 | 500 | 1.4 | 0.04em | uppercase | Nav + small UI labels |
| caption | Maison Neue Book | 12 | 400 | 1.4 | 0.02em | — | Footnotes, fine print |
| button-cta | Maison Neue Book | 13 | 500 | 1.0 | 0.08em | uppercase | CTA labels — wide tracking |
| micro | Maison Neue Book | 11 | 400 | 1.3 | 0.04em | uppercase | Footer legal, micro-labels |
Principles
- One face, one register. Maison Neue Book carries everything — there is no second display face and no bold display moment. Hierarchy comes from size, whitespace, and uppercase tracking, not from weight.
- 400 is the default everywhere. Even the hero stays at 400; 500 appears only on small sub-headings and labels. Everlane never shouts.
- Modest sizing. The h1 holds at 32px and body at 16px with 1.55 leading — generous leading on a restrained scale.
- Uppercase, lightly-tracked labels. Nav links, CTAs, and micro-labels are uppercase with 0.04–0.08em positive tracking — the one typographic signature that reads instantly as Everlane.
- Near-black, not pure black, on display. Body is pure
#000000; large display type uses#121212so it doesn’t vibrate against white. - Tight tracking on display, neutral on body. Display sizes pull in to -0.01em; body and small text sit at 0 tracking and trust Maison Neue’s natural rhythm.
- No expressive alternative. No script, no serif, no variable display — the humanist grotesque is the whole voice.
- Closest open-source substitutes: Inter, Söhne, or Neue Haas Grotesk sit close to Maison Neue’s metrics. Set the “Book” register at 400 and add ~0.04em tracking on labels to recover the Everlane feel.
4. Component Stylings
Buttons
button-primary — flat near-black (#121212) fill, white (#ffffff) text in 13/500 uppercase with 0.08em tracking, sharp 0px corners, 16×32px padding. The most common CTA: “ADD TO BAG”, “CHECKOUT”, “SHOP NOW”. There is no coloured pill — the flat near-black rectangle is the brand action. Hover lifts the fill very slightly to pure #000000 (or drops opacity to ~0.85); active deepens further. The full-width variant (“ADD TO BAG” on PDP) spans the buy-box column.
button-ghost — transparent fill, 1px pure-black (#000000) outline, ink text in 13/500 uppercase with 0.08em tracking, sharp 0px corners, 15×31px padding (1px less than primary to keep the box identical). Used for secondary actions — “ADD TO WISHLIST”, “SIZE GUIDE”, “NOTIFY ME”. On hover the outline fills near-black with white text — a clean invert.
button-text — plain ink text with a persistent or hover underline, no box. Used for tertiary links — “View details”, “Read the story”, “See size guide”. The underline is the affordance; colour never changes.
button-disabled — #e4e4e2 fill (or near-black at reduced opacity), #9b9b9b text, sharp corners, no pointer. Used for “SELECT A SIZE” before a size is chosen.
Cards
product-card — listing tile, image-led. No border, no radius, no surface fill — the image is the card. Stack: a squared product photograph (typically 3:4 or 4:5 portrait, flush-edged, often on a soft #f7f7f5 studio ground or a model on location), optional second image on hover (the “hover to see worn / alternate view” pattern), product title in 15/400 ink, price in 15/400 ink (or muted strikethrough + sale red for markdowns), and an optional inline colour-swatch row of small squared chips. There is no card chrome — the photograph and the two lines of plain type are the whole tile.
editorial-band — full-bleed photographic band, sharp-edged, spanning the page width. Carries a campaign image with an overlaid or adjacent headline in display-lg/display-hero at 400, plain sub-copy, and a single button-ghost or button-text CTA. The image is the band; the type is minimal and often left- or centre-aligned in generous whitespace.
pdp-buy-box — the right rail on a product page. No surface fill, no border, no shadow — just well-spaced plain type. Stack: product title in h2/h3, price in 16/400 (with muted strikethrough + sale red if marked down), the “transparency” cost-breakdown link, colour-swatch squares, a squared size selector row, a full-width near-black ADD TO BAG button, a ghost wishlist button, and “Free shipping & returns” in 14/400 muted.
Badges, Tags, Pills
badge-sale — inline “FINAL SALE” or “-30%” in sale red (#b3261e) 11/400 uppercase with 0.04em tracking. No surface, no border — type only. The rare colour moment.
badge-new — inline “NEW” or “BACK IN STOCK” in near-black (#121212) 11/400 uppercase with 0.04em tracking. Type only, no surface.
badge-best-seller — small near-black-outlined or plain-text tag, 11/400 uppercase, sits above or on the product image corner. Squared, never a pill.
There are no rounded pill badges anywhere — every tag is plain uppercase type or a sharp-cornered outlined rectangle.
Inputs / Forms
text-input — white (#ffffff) surface, 1px #bdbdbd mid-grey outline, sharp 0px corners, 14×16px padding, ink text in 16/400. Label sits above in label 13/500 uppercase muted, or the field uses a floating-label pattern. On focus the outline thickens to 1.5px near-black (#121212) — no glow, no colour, just a darker hairline.
size-selector — a row of squared cells (sharp 0px corners), 1px #bdbdbd outline default, ink size label centred. Selected state: 1px pure-black outline (or near-black fill with white text). Out-of-stock: muted #9b9b9b text with a 1px diagonal strikethrough. Hover: outline darkens to near-black.
colour-swatch — small squared chips (sharp corners) showing each colourway. Selected chip gains a 1px near-black outline with a small offset. Squared, never circular — consistent with the rectilinear language.
newsletter-input — footer email capture. Squared field with a 1px hairline (often just a bottom rule), placeholder in muted grey, paired with a near-black “SUBSCRIBE” button or an inline arrow.
Navigation
masthead — full-width white bar with a thin 1px #e4e4e2 bottom hairline, ~64px tall. EVERLANE wordmark centred or flush-left in near-black (uppercase, lightly tracked). Department links — “WOMEN”, “MEN”, “ALL” — in label 13/500 uppercase with 0.04em tracking, ink, with hover revealing an underline. Account / Search / Bag utilities flush right as plain icons. The whole bar is achromatic and almost weightless.
mega-menu — opens from a department link as a full-width white panel, sharp-edged, 1px hairline, no shadow (or the faintest one). Multi-column category lists with label uppercase column heads and 14/400 mixed-case secondary links, often anchored by a single photographic block on one side.
breadcrumb — text-muted (#767676) with / or > separators in 12/400.
footer — white ground, multi-column link list in 14/400 ink under label uppercase column heads, the newsletter capture, and the “radical transparency” / “our factories” links that are core to the brand. A thin top hairline separates it from the page.
5. Layout Principles
Spacing System
- Base unit: 4px
- Scale:
0 · 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96 · 128 - Section padding (vertical): 64–96px between major bands; up to 128px around full-bleed editorial bands where whitespace is doing the breathing
- Card chrome: 0 around the product image (image flush-edged), with a small 8–12px gap to the title/price beneath
- Gutters: 16px between product tiles in grid view; 64–96px between major editorial bands
Grid & Container
- Max content width: ~1440px centred — Everlane runs wide to let full-bleed photography breathe
- 12-column grid with 16px gutters
- Homepage: full-bleed hero band → alternating editorial photographic bands → product carousels → category mosaics
- Listing pages: 3–4 column product grid at desktop (image-led, minimal chrome), collapsing to 2 → 1 at narrower widths
- PDP: 2-column with a large image gallery left (often ~55–60%) and a plain buy-box right
- Footer: multi-column link list on white
Whitespace Philosophy
Whitespace is the primary structural device. Everlane gives editorial bands generous breath — 64–128px vertical rhythm — and lets the photography fill the visual field while keeping the type chrome minimal. The product grid is tighter (16px gutters) but the images carry it. The rhythm is generous breath around photography → tight plain rows of product — a gallery cadence where long photographic runs are punctuated by quiet, plainly-labelled product rows.
Section Cadence
Everlane runs almost entirely on white. The default cadence is white → photographic band → white → product row → photographic band, with the photographic bands supplying all the colour and the white interstitials supplying the breathing room. There is no colour-band alternation — the rhythm is white-and-photography, never white-and-tint.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Sharp | 0px | Everything — buttons, inputs, image frames, swatches, size cells, the entire grid |
Everlane is rectilinear. The live probe returns 0px radius on both body and h1, and the discipline holds across the system: nothing rounds. There is no “soft” tier, no pill, no comfortable middle ground. The sharp corner is the signature — it reads as honest, unstyled, and gallery-plain. Where peers reach for rounding to feel “friendly”, Everlane refuses it; the squared frame is the brand’s argument that the design isn’t dressing anything up.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | no shadow | Body, masthead, footer, all editorial bands, product cards, buy-box (~99% of surfaces) |
| 1 — Drawer/Modal | very faint rgba(0,0,0,0.08) 0 2px 16px (or none) | Cart drawer, mega-menu, dialogs — the rare lifted surface |
| 2 — Scrim | rgba(0,0,0,0.45) | Modal / cart-drawer backdrop |
Shadow Philosophy
Everlane is essentially flat. Depth comes from whitespace and the sharp-edged frame, not from elevation. A product card reads as distinct not because it floats but because the photograph is flush-framed against white with generous space around it. The only lifted surfaces are the cart drawer and the occasional modal, and even those use a barely-there single-layer shadow or rely entirely on the scrim to separate from the page. There are no brand-tinted shadows, no multi-layer atmospheric compositions, no hover-glow — the brand position is gallery flatness, where the photography supplies all the dimensionality the page needs.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— default for hover, focus, colour swaps - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— cart-drawer slide, mega-menu open
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 150ms | CTA hover, focus hairline, underline reveal |
| Standard | 240ms | Card image cross-fade, mega-menu open, image gallery swap |
| Slow | 360ms | Cart-drawer slide-in, hero image fade on first paint |
Per-Component Recipes
- CTA hover: near-black fill lifts to pure
#000000(or to ~0.85 opacity) over 150ms — a quiet deepening, never a colour change. - Ghost-button hover: outline fills near-black with white text over 150ms — a clean invert.
- Product-card hover: cross-fade from the primary photograph to a second image (alternate angle / worn shot) over 240ms — Everlane’s signature “hover to see more” pattern. No scale, no lift.
- Link hover: underline appears (or thickens) over 150ms; colour stays ink.
- Input focus: outline thickens from 1px
#bdbdbdto 1.5px near-black over 150ms — no glow, no colour. - Mega-menu open: 240ms fade + subtle slide-down, emphasized easing.
- Cart drawer: slides in from the right over 360ms emphasized, scrim fades in behind it.
- Hero image: fades opacity 0 → 1 over 360ms on first paint.
Page Transitions
Page-to-page navigation is a hard navigation with no client-side routing animation — Everlane prioritises perceived speed and the plain, unembellished feel. The one persistent animated surface is the cart drawer, which slides rather than re-routing.
Reduced Motion
Respects prefers-reduced-motion: reduce. The product-card image cross-fade becomes an instant swap (or stays on the primary image). Drawer slide degrades to opacity-only. Hero fade becomes instant. Only colour and underline transitions remain.
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | Level |
|---|---|---|
#000000 body ink on #ffffff canvas | 21.0 | AAA |
#121212 display ink on #ffffff canvas | 18.9 | AAA |
#ffffff on #121212 near-black CTA | 18.9 | AAA |
#000000 link on #ffffff (link colour stays ink) | 21.0 | AAA |
#767676 muted on #ffffff | 4.5 | AA |
#9b9b9b soft on #ffffff | 2.8 | Fail — decorative/placeholder only, never load-bearing text |
#b3261e sale red on #ffffff | 5.5 | AA |
#1f7a3d success on #ffffff | 4.7 | AA |
The body-on-canvas and CTA pairs sit at AAA — the near-monochrome palette makes high contrast essentially automatic. The only caution is #9b9b9b soft grey, which fails AA and must be reserved for placeholder and disabled states, never for content a user needs to read. Muted #767676 is the floor for genuine secondary text.
Focus Indicators
Focus ring is 2px solid #121212 (near-black) with a 2px outline-offset. Buttons, inputs, links, swatches, and size cells all gain a hard near-black ring on :focus-visible. Everlane uses near-black (not a coloured ring) because the white surfaces give it maximum contrast and the achromatic ring stays consistent with the no-colour discipline.
ARIA Patterns
- Search:
role="search"; input hasaria-label="Search Everlane". - Product card: the whole tile wraps in an
<a>with a descriptivearia-label— “The Cashmere Crew, Heather Grey, $100”. - Size selector:
role="radiogroup"witharia-labelledbypointing to the “Size” label; each cell isrole="radio"witharia-checked. Out-of-stock cells arearia-disabled. - Colour swatch:
role="radiogroup"; each chiprole="radio"with an accessible name for the colour. - Cart drawer:
role="dialog"witharia-modal="true", focus trapped, Escape closes, focus returns to the bag icon. - Wishlist heart:
aria-pressedto communicate save state.
Keyboard Navigation
- Masthead: Tab moves wordmark → department links → search → account → wishlist → bag
- Listing: Tab through tiles in document order; the wishlist control is its own stop
- PDP: Tab through gallery → colour swatches → size cells → ADD TO BAG → wishlist
- Mega-menu: arrow keys navigate columns, Escape closes
- Cart drawer: focus trapped inside, Escape closes
Screen Reader Hints
Verbose aria-label on icon-only controls (search, bag, wishlist). The cart drawer announces on open with item count. Out-of-stock sizes announce as disabled with the size in the label. Price changes (markdowns) include both original and sale price in the accessible name.
Reduced Motion
All transitions degrade to opacity-only or instant. The card image cross-fade becomes an instant swap; the drawer slide becomes an opacity fade; the hero fade becomes instant.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | <640px | Masthead collapses to wordmark + bag + hamburger; search becomes a tap-to-open field; product grid 1–2 up; PDP buy-box stacks beneath the gallery; ADD TO BAG becomes a sticky bottom bar |
| Tablet | 640–1024px | Inline masthead with search; product grid 2–3 up |
| Desktop | 1024–1440px | Full department nav with mega-menus; product grid 3–4 up |
| Wide | ≥1440px | Content caps at ~1440px; full-bleed editorial bands span the viewport; product grid 4 up |
Touch Targets
- Primary CTAs: ~48px effective height (16px padding × 13px label) — meets AAA
- Size cells: ≥44×44px — meets AA
- Colour swatches: small visually but with ≥44px hit-target padding
- Product tile: the entire image + title block is tappable
Collapsing Strategy
- Masthead: utilities collapse first; only wordmark + bag + hamburger remain on mobile
- Search: drops out of the inline bar into a tap-to-open field on mobile
- Product grid: 4 → 3 → 2 → 1 with 16px gutters compressing to 12px → 8px
- PDP: 2-column stacks to single column; ADD TO BAG becomes a sticky bottom bar
- Editorial bands: full-bleed images crop to a portrait aspect on mobile, headline moves below the image
Image Behavior
Product and editorial imagery is the load-bearing element, so it is treated carefully: squared frames, object-fit: cover, and an aspect-ratio (3:4 or 4:5 on grid tiles, full-bleed on editorial bands) so reflow never shifts. The hover cross-fade to a second image is suppressed on touch (tap opens the PDP instead). Images are responsive-sourced (srcset) so the photography stays crisp at every width — non-negotiable given the brand depends on it.
Container Queries
Used in the PDP buy-box: when the right rail narrows, the size selector collapses from a single row to a wrapping grid and the colour swatches switch to a horizontal scroll rail.
11. Content & Voice
Tone
Plain, honest, declarative — with quiet warmth. Everlane’s voice is the brand’s “radical transparency” rendered as language: it names the product plainly, names the price plainly, and often names the cost behind the price (the famous “Here’s what it costs to make. Here’s what others charge. Here’s our price.” breakdown). Headlines lead with the product and the value (“The Cashmere Crew”, “Our Cleanest Denim Yet”) rather than hype. The register is unembellished but never cold — the humanist warmth of Maison Neue carries through into the copy.
Microcopy Patterns
- Button verbs: “ADD TO BAG”, “CHECKOUT”, “SHOP NOW”, “SUBSCRIBE” — uppercase, direct, outcome-named (Everlane says “bag”, not “cart”)
- Error message recipe: brief + corrective — “Please enter a valid email address.”
- Success confirmations: factual — “Added to bag · The Cashmere Crew · Heather Grey · M”
- Field labels: short, often uppercase or sentence-case — “Email”, “Card number”, “ZIP code”
- Transparency callouts: “Here’s what it costs to make” — the signature copy device, links to the cost breakdown
- Stock urgency: “Almost gone” / “Only a few left” — restrained, no exclamation
Empty States
Empty bag: “Your bag is empty. Start with our best sellers, or shop new arrivals.” — sentence case, two destinations named.
Empty wishlist: “You haven’t saved anything yet. Tap the heart on any product to save it.” — instructive.
Empty search: “No results for [query]. Try a different search, or browse women’s or men’s.” — names cause + alternatives.
CTA Verb Conventions
- Primary: “ADD TO BAG” (default), “CHECKOUT”, “SHOP NOW”, “NOTIFY ME” (out of stock)
- Save: “ADD TO WISHLIST” (heart)
- Tertiary: “VIEW DETAILS”, “READ THE STORY”, “SEE SIZE GUIDE”
- Avoided: “Submit”, “Click here”, “Buy it now!” — Everlane keeps it plain and outcome-named
- Always uppercase, always lightly tracked (0.08em) on display CTAs.
12. Dark Mode & Theming
Light-only on the public web. Everlane’s storefront has no dark variant — and shouldn’t. The “radical transparency” ethos depends on the white ground: the gallery-wall cleanliness, the photography reading against neutral white, and the chrome receding to near-nothing all require the bright canvas. Inverting the page would fight the photography (product imagery is shot and colour-graded against white/neutral grounds) and lose the “plain gallery” architecture that is the entire brand position.
If a dark surface is ever needed for a single campaign band, it should use #121212 ground with white type and the photography carried over unchanged — but this would appear inline within the light page, not as a separate dark mode toggle.
13. Lineage & Influences
Everlane’s storefront descends from three traditions. First, Swiss / International-style minimalism — Maison Neue is a contemporary humanist grotesque in the Akzidenz / Helvetica line, and the storefront inherits the Swiss trust in the grid, in whitespace, and in the refusal of ornament. The rectilinear frames, the uppercase tracked labels, the achromatic chrome — all are International Typographic Style applied to commerce. Second, the broadsheet-and-gallery editorial tradition — full-bleed photography carries the emotional load while type recedes to caption and label, exactly the way a fashion magazine spread or a museum wall text behaves. The page is composed like editorial, not like a typical shopping cart.
Third, the founding-era DTC minimalism of the early 2010s. Everlane launched in 2010 alongside the wave of direct-to-consumer brands — Warby Parker, Cuyana, A.P.C.’s digital sensibility — for whom the absence of design flourish was itself the argument: no middlemen, no markup you can’t see, no embellishment to pay for. The plain near-monochrome interface signals the honesty of the pricing. What Everlane rejects is as defining as what it keeps: no coloured CTAs, no rounded corners, no gradients, no drop shadows, no chromatic brand accent, no expressive display type. The photography supplies all the warmth and colour; the interface stays a clean gallery wall.
Influences:
- Helvetica (Max Miedinger, 1957) — the Swiss grotesque foundation behind Maison Neue’s letterforms, en.wikipedia.org/wiki/Helvetica
- A.P.C. — minimalist apparel-retail restraint and plain product presentation, apc.fr
- Warby Parker — founding-era DTC minimalism contemporary, warbyparker.com
- Muji — no-brand quality-goods philosophy and chromatic restraint, muji.com
- Dieter Rams / Braun — “less, but better” functional minimalism, en.wikipedia.org/wiki/Dieter_Rams
- Apple — photographic-led commerce, near-monochrome chrome, type restraint, apple.com
14. Do’s and Don’ts
Do
- Anchor the page on pure white (
#ffffff) with pure-black body ink (#000000) and near-black display ink (#121212) - Set everything in Maison Neue Book (or Inter/Söhne as substitute) at 400 — let size and whitespace carry hierarchy
- Keep the h1 modest — 32px / 400 — and never reach for a bold display weight
- Use sharp
0pxcorners everywhere — buttons, inputs, image frames, swatches, size cells - Make the primary CTA a flat near-black rectangle with white uppercase 13/500 text at 0.08em tracking
- Let full-bleed editorial photography do the work; keep the chrome minimal and achromatic
- Use uppercase, lightly-tracked labels (0.04em) for nav and small UI — the one Everlane signature
- Use the product-card hover to cross-fade to a second image (alternate / worn shot), not to scale or lift
- Reserve the rare colour (muted red
#b3261e) for sale prices and errors only - Use generous whitespace (64–128px) around photographic bands as the primary structural device
Don’t
- Don’t add a coloured CTA — the flat near-black rectangle is the brand action, colour is forbidden in the chrome
- Don’t round any corner — Everlane is rectilinear; a pill or rounded card breaks the whole language
- Don’t introduce gradients, drop shadows, or a brand accent colour — the chrome is achromatic
- Don’t use bold display type or a second face — one face, one register, 400 weight
- Don’t shout sizing — no 48px+ bold headlines; the h1 holds at 32px / 400
- Don’t add warm off-whites or tinted bands — white-and-photography, never white-and-tint
- Don’t make colour swatches circular — they are squared chips like everything else
- Don’t lean on
#9b9b9bsoft grey for real content — it fails AA; reserve it for placeholders - Don’t use environmental shadow to separate cards — whitespace and the sharp frame do that
- Don’t say “Submit” or “Buy it now!” — keep CTAs plain and outcome-named (“ADD TO BAG”, “CHECKOUT”)
- Don’t add a dark mode toggle — the radical-transparency white ground is the brand
- Don’t crowd the grid — let the photography breathe with 16px gutters and clean rows
15. Agent Prompt Guide
Quick Color Reference
Canvas: #ffffff
Body Ink: #000000
Display Ink: #121212
Brand: #121212
On-Brand: #ffffff
Muted: #767676
Soft: #9b9b9b
Border Soft: #e4e4e2
Border Input: #bdbdbd
Sale Red: #b3261e
Success: #1f7a3dExample Component Prompts
- “Create an Everlane-style ADD TO BAG button: a flat near-black (
#121212) rectangle with sharp0pxcorners, white text in Maison Neue Book 13/500 uppercase with 0.08em letter-spacing, 16×32px padding. No rounding, no shadow. Hover deepens the fill to pure#000000over 150ms.” - “Build an Everlane masthead: full-width white bar with a 1px
#e4e4e2bottom hairline, ~64px tall. EVERLANE wordmark in near-black (uppercase, lightly tracked). Department links ‘WOMEN / MEN / ALL’ in 13/500 uppercase with 0.04em tracking, ink, underline on hover. Search / Account / Bag utilities flush right as plain icons. Fully achromatic, almost weightless.” - “Design an Everlane product card: image-led with no border, no radius, no surface fill. Squared product photograph at 4:5 portrait (
object-fit: cover) that cross-fades to a second ‘worn’ image on hover over 240ms (no scale). Product title in Maison Neue Book 15/400 ink beneath, price in 15/400 ink, optional squared colour-swatch row of small chips. Optional inline ‘FINAL SALE’ tag in muted red#b3261e11/400 uppercase.” - “Create an Everlane PDP buy-box: no surface fill, no border, no shadow — just well-spaced plain Maison Neue Book type on white. Stack: product title in 26/400, price in 16/400 (muted strikethrough +
#b3261ered if marked down), a ‘Here’s what it costs to make’ transparency link, squared colour swatches, a row of squared size cells (1px#bdbdbdoutline, selected = 1px black, out-of-stock = strikethrough), a full-width near-black ADD TO BAG button, a ghost ADD TO WISHLIST button, and ‘Free shipping & returns’ in 14/400 muted#767676.” - “Build an Everlane editorial band: full-bleed photographic band with sharp edges spanning the page. Headline in Maison Neue Book 44/400 (never bold), plain sub-copy, and a single ghost CTA (transparent fill, 1px black outline, white-on-black on hover). Generous whitespace, achromatic chrome — the photo supplies all the colour.”
- “Design an Everlane size selector: a row of squared cells (sharp
0pxcorners), 1px#bdbdbdoutline default, ink size label centred. Selected: 1px pure-black outline. Out-of-stock: muted#9b9b9btext with a 1px diagonal strikethrough. Hover: outline darkens to near-black. ≥44px touch targets.”
Iteration Guide
- Start with white + black, no accent colour. If your page has a coloured CTA or a brand accent hue, it isn’t Everlane. Colour comes only from photography.
- Sharp corners, always.
0pxradius everywhere — buttons, inputs, frames, swatches. A single rounded element breaks the rectilinear language. - One face at 400. Maison Neue Book (or Inter/Söhne) at 400 for nearly everything. No bold display, no second face — let size and whitespace build hierarchy.
- Keep sizing modest. h1 at 32px / 400, body at 16px / 1.55. If your headline is shouting, pull it back.
- Flat near-black CTA, white uppercase tracked label.
#121212fill, white 13/500 uppercase at 0.08em. No pill, no gradient, no shadow. - Let photography carry the page. Full-bleed editorial bands with minimal type chrome; product cards are the image plus two plain lines. The interface should recede.
- Hover cross-fades to a second image — not scale, not lift. That alternate-view cross-fade is the Everlane product-card signature.
- Use whitespace, not shadow, for depth. 64–128px around photographic bands; sharp frames against white. The page should feel like a gallery wall, not a layered UI.
Drop everlane into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add everlane 2 · ship landing page
npx agentkit init --design everlane