In the age of omnichannel, Reformation is a digital firm that wants its stores to be just as hassle free as online shopping.
“It” girls, meet “It” brand.
The Los Angeles-based, sustainable label launched in 2009 by Yael Aflalo sells its collection via its own web site and has three stores in California and New York.
The Los Angeles company gave WWD a first look inside the shop as construction workers put the finishing touches on the space.
A West Coast movement is building with Outerknown, The Lost Explorer, Bureo, Reformation and other fashion brands that appeal to customers who value both design and sustainability but don’t mind paying more for it.