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April 18 2014

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Reformation Juices Up Its L.A. Shop

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With a unique mix of reclaimed, vintage, and original designs, Reformation has long been a reliable destination in Los Angeles for sustainably sourced style. Under creative director and owner Yael Aflalo, that concept has expanded into a new, 2,000-square-foot space on Melrose Avenue made largely of birch wood, which is considered to be the most sustainable hardwood on the market. “The ethos has shifted from Reformation being just a clothing store to it being an intersection between design and sustainability,” Aflalo explained at last night’s opening party, pointing out the eco-friendly clothes on the racks as well as their surroundings, like the wall of natural greens and the eco-lighting running throughout. “Everything that I pick has those two elements.” (Just last year, she made the same jump to eco-friendly decor and building materials at the New York Reformation store.) While longtime fans of the brand like Scott Caan, Shenae Grimes, and Jessica Stroup took note of the new offerings, like the Reformation HOME collection, the label’s newly inducted eco-apothecary Naked, and fresh pressed juices, a few in the crowd admitted to being newcomers to the Reformation story. Fashion Toast’s Rumi Neely revealed she was unfamiliar with Reformation, but she liked what she saw. “I’m always drawn to this pseudo-vintage but still very modern aesthetic, so I feel like it just really gets my style,” she said, eyeing the brand’s latest designs made of recycled materials, repurposed leather, and deadstock fabric. And soon, there could be even more where that came from: Aflalo is already considering opening a second New York store.

Reformation, 8253 Melrose Ave., L.A., (323) 852-0005, thereformation.com.

Photo: Owen Kolasinski / BFAnyc.com

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