This year, Everlane and The New York Times launched a new product and marketing campaign for Earth Day with the theme of recognizing Climate Change. For each Climate Collection product sold, nine public school students will receive access to The New York Times through its subscription sponsorship program for one year. (More info: https://www.everlane.com/nytimes)
The partnership is interesting. Everlane, famous for its radical transparency, is a Digital Native Vertical Brand (DNVB). The New York Times is a traditional media company that transitioned (or is still transitioning) to the digital world. For both companies, it is good PR and consistent with each company's values. Everlane charges a premium price for this collection, which sells very well. It is unclear about the additional subscriptions The New York Times can drive from this campaign (besides the subscriptions for the schools) but people wearing the clothes are definitely walking advertisement for the paper.
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