Brand of the Week: Reformation

Each week, we take the time to highlight our favorite Fashion brands. Last week, we profiled ethical and sustainable designer brand Kitx and this week we've decided to feature Reformation.

The ultimate cool girl brand for sustainable clothes was launched in 2009 in the back room of a store in Los Angeles by Yael Aflalo, an entrepreneur, and former model. Originally, the brand repurposed vintage clothing and resold them but in 2012, it was relaunched as an e-commerce business with three stores, two in New York and one in L.A.

Today Reformation is known for reinventing the definition of sustainable fashion and has a fan following for its effortless feminine silhouettes from sustainable fabrics, such as rescued old stock materials that celebrate the feminine figure. Each of its pieces are accompanied by information and includes a 'RefRecycling' label that allows clients to send in clothes for repurposing.

While Sustainable brands tend to have a high price point, the label keeps the prices of its clothing affordable by making stuff in its own two-story factory in downtown Los Angeles instead of buying it from another factory who buys it from another factory.

In 2017 Reformation opened its fourth store in San Francisco and also launched an eco-conscious denim line called #refjeans for the first time while in 2018 the company branched out to include plus-size clothing.

Discover the Insta-chic and eco-friendly side of The Reformation at thereformation.com and check back next week to find out who our next 'Brand of the Week' is.

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