In the early 2010s, the direct-to-consumer revolt was in full bloom, with sky-high valuations and the promise that every brand could be the Warby Parker of... well, something.⁠ ⁠ A decade later, the sheen has worn off. Puck’s retail expert Sarah Shapiro takes stock of the O.G. class of D.T.C. darlings—Everlane, Reformation, Glossier, and others—assessing what’s actually worked, what’s flamed out, and why the promise of a frictionless, founder-led retail future hasn’t quite lived up to the hype.⁠ ⁠ Is this the end of the D.T.C. dream—or just the end of its adolescence? Head to the link in bio to find out.⁠ ⁠ Photo-Illustration: Puck; Photos: Courtesy of brands⁠ ⁠ #DTC #WarbyParker #Everlane #Reformation #Glossier #Fashion