“I think in the way that people consume most things on the web, they’re consuming them bit by bit, informational piece by informational piece, like reading a news article," Everlane founder Michael Preysman told Refinery29 last September . "It’s not like you look at 30 news articles at once the way a newspaper works; it’s more of a feed, and you can see one piece of content and one piece of information at a time,” he says, comparing this to the way his customers shop. “When you launch everything in a group you kind of make one big bet. We’re doing a lot of smaller bets at once, which has proven to be better for us.”