When you receive a text message from a straight guy extolling the virtues of a new bag he just saw, it’s probably best to pay attention, because that sort of thing doesn’t happen often. (Unless you have particularly fashion-conscious straight dude friends, which I don’t.) That happened to me last week, and the object of said dude’s lust was the Everlane Weekender, a promising bag by a fashion startup Everlane that comes in four unisex colors and rings in at just under $100. Not bad for such a classic look, particularly when you consider how much similar weekenders tend to cost.

Everlane’s business model hinges on eliminating the middle men and outrageous branding that tends to drive up the cost of luxury goods once they finally reach consumers. Everlane sells online only (although the company has a NYC pop-up shop going right now) and focuses on basics like T-shirts, belts and totes. Everything is under $100, and the company is vigilant about using high-quality manufacturing processes. That’s the kind of logical, fair-minded business model that can turn someone who is suspicious of fashion into someone who’s a potential customer, and you know who often fits that description? Straight dudes.

Plenty of ladies and gays do, too, but Everlane seems like it has a unique opportunity to appeal to a mass audience because of the combination of aesthetic, quality and price point. Similar-looking bags with similar construction from brands like Jack Spade and Want Les Essentials De La Vie retail for $300 or more, and that price point alone can be enough to turn off someone who isn’t already somewhat numb to fashion price gouging, despite the fact that it seems like a relative steal to the rest of us. For $95, I can’t see a reason not to pick up one of these satchels as long as you like the look. Shop all four color combinations via Everlane.

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