Everlane launched in 2011 with a t-shirt and the mission to bring high-quality clothing and accessories to shoppers without the high-end mark ups, plus a commitment to ethically-made designs. To do this, Everlane cuts out the middleman and lists each piece at the true cost – and fans of the brand can’t get enough. So much so that when the label announced the news of its new denim line (which officially launches September 7th!) a 44,000-person wait list formed – and it’s still growing!

The wait list, however, is not surprising. The brand’s New Day heel sparked huge buzz with a 28,000-person wait list when it launched earlier this year. So the denim line is bound to sell out fast. The jeans are manufactured sustainably in a factory that recycles 98 percent of its water, air dries each pair of jeans and relies on alternate energy to create the denim.

The added bonus? The styles retail for $68 (yes, you read that correctly).

Denimology had been invited to their concept store in New York City this past week. Yours truly got to try on some of their jeans, and let me tell you – they are truly amazing. The idea is to keep the styles simple and no frill, offering a great fit. The collection includes three styles for women – mid-rise, hi-rise, and boyfriend, and two styles for men – slim and straight.

The washes are very basic and come in raw indigo, a lighter blue, as well as in black and in white. The best thing about the jeans is that they have 2% stretch which makes them less stiff and definitely helps molding the body, while still maintaining the genuine feel of denim.

The Everlane denim collection is available on the Everlane website in addition to The Denim Counter concept shops in New York, at 39 Spring Street, from 11:00am to 7:00pm, September 7 to September 10, with two additional cities following. 44,000 people have signed up for the wait list to be the first to buy Everlane denim.

So, if you are one of the lucky ones and live in NYC, you’d better run to the store while you can. Last day is tomorrow, Sunday.

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