Can Everlane Really Become the Next J.Crew?

In the last 12 months, Everlane has sold almost 30,000 pairs of shoes. That’s a lot, considering the four-year-old e-commerce startup doesn’t advertise and has no brick-and-mortar stores. But given the success of its prized loafer, as well as its street shoe, it’s no surprise that the San Francisco-based brand plans to press even further in footwear, coming out with boots later this month. Wool winter coats are next on the docket.

The strategy, as it’s been from the beginning, is for Everlane to keep slowly rolling out classic products that deeply resonate with its growing list of customers.

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This article originally appeared on Recode.net.