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The Digital Reformation

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“I like to look cool but like I didn’t try too hard—that’s what I live for,” Zoë Kravitz told Style.com last night at the newer and bigger Reformation outpost in the Lower East Side. “I shop here just about everyday.”

What Kravitz was describing was the very aesthetic Reformation, a collection made from mostly vintage materials, has made its name on: cool and effortlessly chic. One glance at the hip crowd that had turned out for the evening celebrating the launch of TheReformation.com, including Lake Bell, Chrissie Miller, and Chelsea Leyland, reflected just that. Many of the guests were sporting Reformation’s latest collaboration, T-shirts designed by artists Nate Lowman, Leo Fitzpatrick, Hanna Liden, and Adam McEwen, advertising phrases like, “I hate you because you make me hate you” and “Ludes make better lovers.”

“These artists come as a group,” said founder and designer Yael Aflalo, formerly of the Ya-Ya clothing label. “You get one of them to do the collaboration, you get them all.” This is the first of many collabs Aflalo has in the works. Up next: photographer-turned-graffiti artist Curtis Kulig (who was there last night). “We are planning to do collaborations with different people every month and Curtis is doing one next, but I can’t tell you the details yet,” Aflalo said. Until then, stay tuned.

Photo: Alexander Porter / BFAnyc.com

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