Reformation comes to Studio City in Los Angeles with its sixth store – WWD

The reform is underway.

The Los Angeles, Calif.-based sustainable apparel company known for recycling vintage and surplus materials opens its sixth Los Angeles store on Friday in a new retail development seeking differentiated brands.

The design of the 2,055 square foot space, next to a Vuori outpost, incorporates natural and recyclable elements to match its sustainable womenswear.

The locker rooms have durable rugs, the store is filled with vintage furniture, and the hangers are made with FSC-certified wood. The store will offset 100% of its electricity with wind power, the company said.

Another sustainable element is the possibility of recycling pre-used Reformation clothing in the store, which is also possible in other Reformation stores. Customers can deposit their well-worn Reformation pieces and receive credit towards future purchases. Shoes can be redeemed for $25 in credit, denim for $15, and sweaters and sportswear for $10.

“One element of the store that is unique to Reformation is our technology-driven retail concept,” Shaheen Mufti, the company’s vice president of retail, wrote in an email.

Touchscreens are spread throughout the store for customers to use to send clothes to the locker room without having to carry them themselves. Once in the fitting room, there are more touchscreens where shoppers can order new sizes and styles.

To enhance the dressing room environment, there are customizable lighting settings for cool, golden and sexy moments.

Reformation chose the newly opened The Shops at Sportsmen’s Lodge development because it is in Studio City, not far from the CBS Studio Center, Warner Bros. and Universal Studios in the San Fernando Valley.

The mall, which once housed a former fishing hole for Hollywood celebrities, incorporates organic, sustainable and wellness businesses. The compact collection of shops, restaurants, and health-focused businesses is situated around a man-made creek accented by four historic redwood trees towering over the property.

“Sportsmen’s Lodge offers a reimagined experience, making it a natural fit as the new Reform home,” Mufti said in his email.

Over the past few years, Reformation has executed a major retail expansion. Ten years ago, there were only three stores, one in Los Angeles and two in New York. Today, it has 28 stores in the United States and four international locations. In California, there are nine stores in total, with six Reformation locations in Los Angeles

Reformation, founded by Yael Aflalo in 2009, began by selling vintage clothing in a small storefront in Los Angeles. The company quickly expanded to manufacture its own merchandise, which is 80% repurposed vintage clothing or made from unused, over-ordered fabrics called deadstock.