Walmart is reportedly making its own version of Everlane, the direct-to-consumer brand for simple clothing staples.

Walmart is reportedly making its own version of Everlane, the direct-to-consumer brand for simple clothing staples. The move shows how the massive retailer has shifted from acquiring brands to creating them, adding to in-house brands like Allswell and Terra and Sky. However, analysts have their doubts. One thinks it’s “a genuine risk” because they’ll “look [like they’re] trying to appease Gen Z and Gen Y” and appear inauthentic. (Adweek)