Radical transparency becomes the norm and e-tail startup Everlane invites their fans in.

“We call it Radical Transparency,” says e-tail startup Everlane. The company, known for its luxe basics, was built on the principle of disclosing production costs and keeping markups as low as possible. Now, Everlane has launched the Transparent City tour, a first-of-its-kind look at the inner workings of like-minded local companies. The kickoff event in LA brought guests behind the scenes with local bloggers, designers and chefs to learn about their creative inspiration. And, perhaps the culmination of the week — Everlane invited a select few on a tour of their factory, sharing the garment construction process from start to finish. The tour had a 300-person waitlist.

One of the trends we spotted in 2010 was Maximum Disclosure, the idea that consumers have come to expect full transparency from brands about their practices. Today’s empowered shoppers want to know exactly where their product is coming from and where their money is going. Expect more of this as smart brands invite their fans in and radical transparency becomes the norm.

Image credit: Everlane