Nevereven was a sub-brand launched in 2018 by the American retail brand J.Crew, with development led by Geren Lockhart of the Emerging Brands division. Focused primarily on womenswear, it offered casualwear and accessories at accessible prices. Its policies included avoiding polyester and animal-derived materials, using clean denim, offering an inclusive size range, and marketing that reflected diversity, but the brand ended shortly after its launch, with its closure announced in an internal memo.
Concept
An affordable next-generation brand emphasizing polyester-free and animal-derived-material-free products, Sitex clean denim, an inclusive size range, and marketing that reflected diversity.