By  on July 3, 2017
Reformation Los Angeles Melrose

Vintage was Reformation founder Yael Aflalo’s start and she’s revisiting it with a new store concept on Melrose Avenue.Reformation, the Los Angeles online contemporary line known for its dresses, now has a vintage-dedicated storefront. The space, previously occupied by a former Reformation store, sells a handpicked assortment of vintage clothing. Aflalo, when asked if the concept would be expanded with additional stores or online, said the Melrose space would “for now” be the only one carrying that type of assortment, which is priced from $38 to $300.The concept brings Aflalo back to Reformation’s start in 2009 when she was reviving vintage pieces by putting her own spin on them. The company has since developed a brand with a strong focus on sustainability.“Reformation was built on the idea of being as sustainable and eco-friendly as possible,” Aflalo said. “Around 90 percent of clothing is tossed way before the end of its life. One of the easiest ways to be sustainable is to recycle, so that's how I started the brand — taking old, vintage pieces and updating them with a modern twist. When I used to go picking for vintage it was a hellish experience — you spend hours digging through chaotic racks and piles of old, dirty clothes. So when our Melrose space opened up with the move to a new location, we thought it would be fun to finally create an enjoyable vintage shopping experience, with a curated selection of fun pieces that are exactly what you're looking for.”In February, the company’s new San Francisco store offered a design that was heavy on tech with digital screen, iPads to peruse merchandise, touchscreen dressing-room mirrors and a wardrobe system delivering product directly to a shopper’s fitting room. San Francisco was more recently followed up with a Culver City location, where the company also has corporate office space. There was the opening of a summer pop-up in East Hampton, where another L.A. brand, Chaser, also set down roots for a temporary run through October.For More on Reformation in WWD:Reformation to Begin Offering Factory ToursReformation to Bow in San Francisco with Tech-Savvy SpaceReformation Says ‘I Do’ to Bridal Salon

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