After many women have children, the ability to find on-trend clothes that reflect their new lifestyle can slip off the hanger. Priorities change. Time dwindles. Bodies evolve.
“I felt when I had a child, fashion wasn’t accessible to me,” Evereve CEO Megan Tamte says. Though the former 3rd-grade teacher hasn’t stood before a chalkboard in nearly 20 years, Tamte continues to teach—moms—about the power fashion can have on a woman’s confidence.
While being a stay-at-home parent for seven years, Tamte became increasingly frustrated with the inability to find clothing stores that met her style needs. “I still wanted fashion, but there wasn’t a retailer out there to help me,” she says.” Tamte decided to fill the style gap, and she and her husband, Mike Tamte, opened an Edina clothing store focused on moms in 2004.
While it launched as Hot Mama, the store concept grew into other markets, and it became clear that the name wasn’t reflective of the store’s target clients. Through customer feedback, it was determined that Hot Mama read maternity wear, rather than fashion for moms. After trying on new names, the team settled on a moniker that fits its mission—Evereve. “Eve means life,” Tamte says. “It’s strong. It’s feminine. It’s a palindrome, so it’s visually interesting.” It also works—sales are up 30 percent since the name change, according to Tamte.
Now 52 stores strong nationwide, Evereve offers child-friendly stores that offer mom-friendly clothes and accessories. Tamte explains that, since moms don’t have a lot of extra time in their day, fashions are curated by the store’s buyers, who look for fashionable and functional pieces, enabling shoppers to get in and out quickly with purchases that will fit their lifestyles.
While clothing styles and shoppers’ tastes have evolved since the company’s beginnings, the framework of Tamte’s original concept remains solid. “We have something that really works,” she says. “I set out to build this brand for moms and customers connect deeply with it.”
Megan Tamte can’t live without...
“I like to be very casual,” Tamte says. “I would call myself casual-chic.” Peek inside her closet, and you’ll find these favorites.
Hunter Plaid Button-down Shirt by Rails “This is my go-to shirt. I love how it looks with my raw hem denim. Added bonus—this shirt fits and feels amazing.”
“Chic” Exclusive Graphic tee by Michael Stars “I am loving graphic tees. Our buying team worked with Michael Stars to create some darling and ‘chic’ tees.”
Camo Soft Pant by Sanctuary “I love the look and feel of soft pants and have been waiting for one in camo. It’s so easy to wear now, summer and next fall.”
Jumpsuit by Bobi “As a mom and CEO of Evereve, I am always on the go. Jumpsuits are perfect for my busy lifestyle, and this one is only $68.”
Romper by Escapada “I can’t wait to wear this romper to the pool and lake this summer.”
Give Life Necklace by Evereve “I love the look of a delicate necklace, and I couldn’t be more proud of our logo. This necklace is more than beautiful—20 percent of the proceeds go to provide micro-loans to women through Opportunity International.”
Prairie Underground Sweatshirts “It’ just amazing (organic) cotton that wears well and has a great fit.”
(Dare to wear a romper, a look that's one and done.)
What to Wear
“I’m in this business because I love moms, and I believe it’s so important for moms to feel fully alive, be their best, be happy,” Tamte says. She recommends some must-haves for every mom’s closet.
Chambray Shirting by Cloth and Stone “Chambray shirting is an ageless trend. We love Cloth and Stone for their incredible fabric and the variety of fits that look great on any body type.”
Boyfriend Jeans “This trend is much slimmer in 2015 than previous years. This equals more flattering for more body types. These are a great go-to jean for spring and summer.”
Graphic Tees “This is the new basic tee, [with] so many ways to express yourself. We are especially excited about our exclusive collaboration with Michael Stars.”
Maxi Dress “We love this easy go-to dress, and, with so many updates this season, this is a mom no-brainer.”
Denim Jacket “Denim jackets are a mom’s best friend, and there is so much variety for any age and body type.”
(Birkenstocks are back! Pair these comfortable sandals with soft shorts, a jean jacket and a graphic tee for summertime chic.)
Dare to Wear
“I’m dared every day to try trends I might not try,” Tamte says, adding it’s important for women to step away from their comfort space and try a fresh look.
Jumpsuit or Romper “This trend is so easy for a mom’s lifestyle. One and done. Anyone with a busy life will appreciate that this is one piece. Slip on some cute shoes and jewelry, and you are out the door fast.”
Birkenstocks “For those of us who were in high school in the ‘90s…be ready to be blown away by how much Birkenstocks have grown up. Metallics, colors—the new Birks are fresh, functional and, oh, so fashionable.”
Soft Pants or Soft Shorts “Wearing a soft pant or soft short is like wearing a cute version of a sweat pant. They are comfortable and flattering.”
Raw Edge Denim “This trend is just so dang cute. Preppy, boho, or rocker—raw edge denim is perfect for any style vibe. Plus, these jeans show the perfect amount of ankle.”
Lace Bralett or Lace Bandeau from Free People We love a peek of lace under tanks, dresses, really anything. This is a great way to look and feel sexy without being too revealing.”
(The maxi-dress is an easy go-to summer style that is both beautiful and functional.)
What Not to Wear
Tamte says guiding customers to the right outfit can give them “confidence and dignity.” Sometimes that means advising shoppers what not wear.
- Culottes “This trend is hard to wear and works only on very specific body types.”
- Kimono Style Trench Coats “Try picking up a kid with this tricky trend. We prefer a shorter, more fitted kimono layered over a tank paired with a short.”
- Extreme High Rise Denim “Where do you think they got the term ‘mom butt?’ This is not flattering. Stick to a rise between 8-9 inches.”
- Breastplate Necklaces “We love a good statement necklace, but this is taking the trend too far. Instead try a natural stone pendant necklace.”
- Crocs “We get that these are comfortable, but leave these shoes in the garden. For running around town, we are loving an updated metallic sandal.”
Style trends for summer into fall:
- Plaid Shirting “(This) looks great in the summer open with a graphic tee and shorts. In the fall, pair with a cute puffy vest and skinny jeans.”
- Utility Vests “We love this over a T-shirt dress paired with statement jewelry and cute sandals for the summer. In fall, layer them over a denim tunic and leggings.”
- Fashion Leggings “Leggings are a no-brainer anytime of the year, and we love that leggings now are in prints, with vegan and lace details.” (They are) perfect for running around town in the summer with a fashion athletic sneaker and a tunic tank. In the fall, we love these leggings with a cutout sweater tunic and Sorel boots.”
- Grey Denim “Grey denim is so chic, yet casual. In the summer, we love grey denim with a boho tank and a pair of Birkenstocks. For fall, (wear) with an oversized utility jacket, printed scarf and a striped layering tee.”
- Camo “This is a trend that isn’t going anywhere. We have amazing camo pants from Sanctuary coming in this summer. Pair them with an embroidered or lace tank and sandals for summer. Then bring it into fall with a chunky sweater and chambray shirt.”
Accessory trends for summer into fall:
- Natural Stones in Jewelry “They work with pretty much any look and can easily go from summer to fall.”
- Tassels on Jewelry “This look adds a little fun to any outfit. We see this on necklaces, bracelets and earrings.”
- Charm Bracelets “These are not the typical charm bracelets—super cute and whimsical.”
- Scarves “Don’t shy away from scarves in the summer. They add flair to a simple tank dress and are a must for fall.”
- Fashion Baseball Hats “The perfect accessory to throw on after a day at the lake. These become a fall must-have paired with a poncho for weekends at the soccer field.”
(Styled by Evereve’s Ashley Linsmeir)