At an event last week, I saw the cutest dress. There was something just so eclectic about it. When I asked the girl wearing it where she got it she told me “have you heard of The Reformation?”
So off I went to Melrose to find Reformation. Upon entering the store, I found it so unique. It brought me back to a time before I lived, yet juxtaposed with the sensibility of a modern, hip woman. As you begin to peruse the clothing, your soul screams “retro, very cute.” And at the end of my first visit, I walked out with a jean jacket, a skirt with fringe, and a plaid shirt. If my mom had let me, I would have bought out the store. It was hip and cool in a casual way. It was also affordable! I can sum up the shopping experience as one that would appeal to anyone who enjoys music, and those attracted to the 60s, 70s, and 80s.
Reformation was founded by Yael Aflalo in 2009. She formerly owned the brand Ya-Ya. Her goal with Reformation is to “design and manufacture limited-edition collections primarily in our own sustainable factory” in Downtown Los Angeles. She designs around what the girls who work in her stores wear using vintage garments and surplus materials to create limited edition collections that go straight into store. What this means is that they do not create collections for seasons in the future. Once those items sell out, that’s that, and they make new items! So, customers tend to shop Reformation often, because once an item is gone, it is gone for good.
Currently there are three Reformation locations: Los Angeles on Melrose, and in New York City in SoHo, as well as the Lower East Side; you can also shop Reformation online.
What is remarkable is that at Reformation fashion and eco-friendly sustainability equally coexist. They primarily use vintage pieces and take them apart and reuse the materials in their ever-changing line(s); they also use surplus materials. They also develop sustainable fabrics. I read much about their sustainability efforts, and it is quiet comprehensive; their efforts were best summarized by their environmental impact report which quantifies what their environmental impact is, such that when you buy a dress from Reformation you saved the equivalent of a thousand showers! Apparently the fashion industry is the second most polluting industry in the world after oil. Essentially Reformation is sustainable fashion!
Fashion with a voice. I am now a devoted Reformation girl.