Everlane maps the life of its new EverPuff jacket beyond the first owner

In launching its EverPuff jacket, Everlane also outlines the puffer's future trajectory: from initial purchase (USD 298) to potential repair, eventual resale via the company's Re:Everlane platform, and finally, recycling when the garment can no longer be worn. The jacket's design reflects this multi-stage lifecycle, with nearly every component sourced from certified recycled materials, from down insulation to water-resistant shell. Made of mono-materials, it's also designed to be easily disassembled. A repair warranty reinforces the expectation that ownership involves maintenance rather than disposal.

The approach signals a broader shift in how outerwear brands position durability. Rather than emphasizing newness or seasonal refresh, Everlane frames the EverPuff as an object designed for longevity and circularity. The recycled down comes from post-use bedding and outerwear; the shell carries bluesign certification and is waterproof without using PFAS. When a customer eventually parts with the jacket, the brand provides infrastructure for its next chapter, whether that means connecting it to a new owner or ensuring its materials re-enter production cycles.

TREND BITE
Features like resale and material recycling are normalizing the idea that products live multiple lives. Everlane isn't just selling a coat; it's selling participation in a regenerative loop and clearly spelling out the steps it has taken. The language of longevity ("season after season," "repair warranty") turns ownership into stewardship. Consumers weary of fast fashion's waste cycle are being invited to enter into a new — or, rather, a very old-fashioned — type of relationship with their possessions. One built on care, not replacement. As climate pressures intensify and younger shoppers prioritize brands demonstrating genuine commitment to circularity, mapping a product's full lifecycle will become a hygiene factor.