Reformation set to open London pop-up
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Cult LA brand Reformation, known for its sustainable fashion, is set to open a pop-up in London on Monmouth Street.
Opening today, November 7, the pop-up will stay open until mid-December, and will be introducing its sustainable fashion cool as more of a showroom than an actual shop. Customers will be able to peruse the brand’s collections and try on the looks, however, they will then need to purchase from touch screens.
Shoppers might not be able to leave with their purchases straight away, but the brand is offering free shipping, and orders will arrive within a few days, and there will be no additional fees like when buying online from the US.
The brand was founded in LA by Yael Aflalo in 2009 and it is known for sourcing sustainable fabrics and vintage garments, its tagline is “We make killer clothes that don’t kill the environment”. It produces the majority of its limited-edition collections in its factory headquarters in downtown Los Angeles. With all other garments are produced by responsible manufacturing partners in the US or abroad using sustainable methods and materials.
Reformation also highlights its eco-credentials on each item with the ‘RefScale’, which tracks carbon dioxide, water and waste savings. In addition, if it specifies dry clean only it educates its customers on how 85 percent of dry cleaners use toxic chemical called perc that’s linked to respiratory issues, birth defects and air pollution.
The news announced on the brand’s Instagram caused quite a stir, gathering nearly 10,000 likes in three days and more than 800 comments.
As well as opening a pop-up, Reformation is set to launch an exclusive party collection on November 11 with Net-a-Porter.
Reformation’s London pop-up is located at 61-63 Monmouth Street and will be open until mid-December.