Reformation news and archive

Inside Reformation's first French boutique

Californian brand Reformation is set to open its first location in France and continental Europe on November 6. Once again, the brand has chosen the Marais district in Paris. This is one of the most popular areas for foreign brands launching in the country. The store's design features Murano glass light fixtures and mirrors; hand-knotted rugs;...

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Retail

Reformation to open flagship store in Covent Garden

Sustainable fashion brand Reformation is opening a new London flagship store in Covent Garden after signing a deal with Capital and Counties Properties PLC (Capco). The move will mark the brand’s second London store, with 27 King Street in Covent Garden joining its Notting Hill store that opened in August 2019. William Oliver, head of retail and...

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People

Reformation founder responds to accusations of racism

Yael Aflalo, founder of popular sustainable womenswear label Reformation, has apologized after comments accusing her of racism appeared on social media. "Part of sustainability is treating people equally. I realize that I have failed you in that regard - especially the Black community," the brand founder wrote in a post shared to Reformation's...

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Fashion

Reformation teams up with New Balance for its first sneaker collection

Sustainable fashion brand Reformation has joined forces with athletic brand New Balance to launch a line of sustainable sneakers, marking Reformation’s first entry into the sneaker category and New Balance’s first sustainably-led collaboration. Three New Balance styles have been reinvented for the collection, using eco-friendly materials such as...

Retail

Reformation launches international online store

Los Angeles-based sustainable fashion brand Reformation is going global. The brand, which has become known for its conscious, made-in-Los Angeles clothing has partnered with Global-e, a company that provides international e-commerce services to various retailers around the world, to open up its brand to international consumers. Launching on...

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Business

Permira Funds acquires Reformation, plans international expansion

Reformation is going to Canada. The LA-based sustainable womenswear label has been acquired by private equity firm Permira Funds, who is opening Reformation's first Canadian store on Thursday, July 11. Permira Funds has significant experience backing popular consumer brands and helping these brands to expand their international retail...

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Fashion

Reformation launches “permanent inclusive” sizing

Sustainable womenswear brand Reformation has announced that it is extending its sizing with a “permanent inclusive” sizing collection, following the success of offering plus size offerings for its best-selling denim. The brand took “small steps” to offer inclusive sizing in 2018 with a capsule collection collaboration with plus-size model Ali...

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Retail

Reformation uses store credit to push for renewable energy

Sustainable womenswear brand Reformation launched an innovative new campaign called Carbon is Canceled. The campaign uses retail credits to incentivize consumers to opt for renewable energy options in their homes. Reformation partnered with Arcadia Power and Native energy for the initiative, as a measure to show its shoppers that they can offset...

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Fashion

Reformation x Ali Tate Cutler

Sustainable clothing label Reformation has launched a new collection with model Ali Tate Cutler that extends to plus-size, meaning that the brand is offering clothing in US sizes 0-22 for the first time. “Last year we started receiving a lot of comments on social media and requests from customers for more inclusive sizing,” explains Reformation...

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Fashion |EXCLUSIVE INTERVIEW

How Reformation aims to bring sustainable fashion to everyone

Amsterdam - As the majority of the fashion industry continues to struggle making sustainable fashion sexy one small label from Los Angeles stands out from the crowd. Reformation has gained somewhat of a cult following since the launch of its first pop-up store back in 2009 when its founder Yael Aflalo first began selling upcycled vintage...