Everlane founder and CEO Michael Preysman told BuzzFeed News that the sale drew inspiration from Radiohead and the Metropolitan Museum of Art.
Radiohead, in 2007, successfully allowed fans to pay whatever they wanted to download its new album, while the Met technically only charges a "recommended" admission fee that people tend to pay.
"We've literally never put anything on the site on sale," said Preysman, who launched Everlane four years ago.
said that in a small test of existing customers about a week ago, roughly 10% of people chose either the middle or highest price points.
"If I had to guess, because we haven't selected it this way, they might have bought two things at the lowest price and one thing at a mid-price," he
was more involved than he
would normally be in the promotion's presentation and limiting the sale prices to three distinct choices.
The company also considered making it a "name your price" sale, but that got too confusing, he
"There's quite a bit of psychology on how you explain this, and how people click through on it," he
"We tried to simplify the concept as much as possible."
As for why someone would pay more than the lowest price, he
said: "It's the affinity ...