Reformation was created, in 2009, by Yael Aflalo, a former model whose parents owned a clothing store in downtown Los Angeles. She started her first fashion line, called YaYa, in 1999, at the age of twenty-one.
She and a few employees bought vintage dresses, customized them, and sold them out of a small L.A. storefront. The clothes were instantly popular, and Aflalo opened a second store, in New York. She convinced Urban Outfitters to stock the brand, selling pieces under the name “Reformed by The Reformation.” In 2013, after a trip to a cloudy and opaque manufacturing city in China, Aflalo decided to open a factory in L.A. and sell directly to consumers on the Web, hoping to show that one could produce clothing on a mass scale with a minimum of waste. Online sales were slow at first, but then Aflalo started styling her models more carefully. She placed them in real-feeling rooms instead of against white backgrounds, trying to avoid the impression, common to other online stores, that “an accountant was taking the picture.” The results felt like she’d “hit gold,” Yaya told Inc. By 2015, the company’s Web site was drawing two hundred thousand monthly visitors and it had brought in more than twenty-five million dollars in revenue.
For the last few years, I have been obsessed with Reformation. It is my go-to for day dresses. They fit seamlessly and hit in all the right places. Another reason I love Reformation is that they practice sustainability, so I can feel good about what I’m wearing.
“We put sustainability at the core of everything we do. We invest in green building infrastructure to minimize our waste, water, and energy footprints. By providing on-the-job training and opportunities for growth, we also invest in the people who make this revolution possible.”
Brand Highlight: Reformation
FASHION TRENDS
Brand Highlight: Reformation
Trendsetting Brands Worth Knowing
Reformation was created, in 2009, by Yael Aflalo, a former model whose parents owned a clothing store in downtown Los Angeles. She started her first fashion line, called YaYa, in 1999, at the age of twenty-one.
She and a few employees bought vintage dresses, customized them, and sold them out of a small L.A. storefront. The clothes were instantly popular, and Aflalo opened a second store, in New York. She convinced Urban Outfitters to stock the brand, selling pieces under the name “Reformed by The Reformation.” In 2013, after a trip to a cloudy and opaque manufacturing city in China, Aflalo decided to open a factory in L.A. and sell directly to consumers on the Web, hoping to show that one could produce clothing on a mass scale with a minimum of waste. Online sales were slow at first, but then Aflalo started styling her models more carefully. She placed them in real-feeling rooms instead of against white backgrounds, trying to avoid the impression, common to other online stores, that “an accountant was taking the picture.” The results felt like she’d “hit gold,” Yaya told Inc. By 2015, the company’s Web site was drawing two hundred thousand monthly visitors and it had brought in more than twenty-five million dollars in revenue.
For the last few years, I have been obsessed with Reformation. It is my go-to for day dresses. They fit seamlessly and hit in all the right places. Another reason I love Reformation is that they practice sustainability, so I can feel good about what I’m wearing.
“We put sustainability at the core of everything we do. We invest in green building infrastructure to minimize our waste, water, and energy footprints. By providing on-the-job training and opportunities for growth, we also invest in the people who make this revolution possible.”
Reformation
Trendsetting Brands Worth Knowing
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