HN links aside, you almost certainly wouldn't arrive at everlane.com without any context or understanding. Most first-time visitors probably come from somethin

HN links aside, you almost certainly wouldn't arrive at everlane.com without any context or understanding. Most first-time visitors probably come from something social, and thus have a pretty good idea that Everlane is some kind of retail. Knowing this, the folks at Everlane opted to optimize the band experience for registered users and those who haven't registered but are familiar with the company. This is a great example of leveraging a point-of-view into a statement about your brand, rather than watering-down the messaging to appeal to even the smallest subset of users.