Sonia Martin on Going From Juicy Couture to Everlane VP of Design

“It’s responsible shopping.” That’s what made Sonia Martin leave a career in New York fashion and move to San Francisco in October to become vice president of Design for Everlane, the direct-to-consumer fashion brand founded in 2011. With ambitions to be the next Gap, the brand offers its own minimalist-chic spin on basics, including glove-leather shoes, 60 percent recycled cotton Ts and high-waist denim, all manufactured with a commitment to transparency. With experience honed at Banana Republic and Juicy Couture, Martin joins San Francisco’s budding tech-fashion community, distinguished by brands with a polished-casual aesthetic and a mission to tackle industry problems of sustainability, sizing and retail experience. She is one of several women in chief executive or leading creative roles at the top of the city’s stylish start-ups, which are starting to come of age, broadening product offerings and opening brick-and-mortar retail. WWD visited her at the 24,000 square foot, 150-employee Everlane headquarters in San Francisco’s Mission district, not far from the brand’s Valencia Street store, which on a recent Monday morning had people waiting to get in at opening time. Martin shared her experience supervising a 13-person (and growing) design team, her views on San Francisco style and the priorities for

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