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In Defence of the Millennial Dream
via Business of Fashion · May 22, 2026

In Defence of the Millennial Dream

Don’t mistake Everlane’s reported sale to Shein for a generational eulogy. The ideals the brand helped popularise — conscious, informed consumption — are still very much alive.

The Story

In the immediate aftermath of the direct-to-consumer implosion, a small handful of millennial-era startups appeared to have escaped the wreckage. Among them were

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