Summary of “How Tech Is Remaking Fashion in Its Image”

The gray felt, gray rubber sole, and ropy gray laces of the classic Allbirds sneaker have already become synonymous with start-up entrepreneurs; The New York Times pinpointed them last year as a way to “Fit in” in Silicon Valley.
Fittingly, the New York Allbirds outlet is set up like an Apple store’s Genius Bar, with a long, curved, blonde-wood counter extending down most of the space across from wall-mounted displays of shoes.
The sneakers come in different styles, but only the way Skittles come in different flavors.
A few blocks away on the same Soho street, Everlane looks even more like an Apple store, with a white-painted facade, floor-to-ceiling glass storefront, and an immaculately ordered interior in which everything seems to be visible at once.
The store is a frictionless multimedia experience, like shopping online but in real life.
On hanging headphones customers can listen to ambient sound made from recordings in the brand’s factories.
At Everlane’s previous Manhattan retail outpost, a hidden upper-floor loft, most items couldn’t even be purchased on-site, only ordered on a computer.
The store was a riot of white, blue, khaki, pink, and black, since the customers were wearing the same strict palette as the employees, like a herd of normcore zebras.

The orginal article.