Reformation’s new flagship location embodies a new design concept that was inspired by Paris-based Festen Architecture. Modern and vintage elements are both used, creating a focus on sustainability with wood, stone and aluminum. These features will continued to be embodied in future stores, according to the brand.
The new SoHo location includes several tech features, including dressing room touchscreens to virtually shop, along with additional screens throughout the store to browse select styles.
Reformation was founded in 2009 and originated as a direct-to-consumer brand. The company prides itself on sustainability, and even opened the country’s first sustainable factory in downtown Los Angeles in 2013. The company also features a program for consumers to recycle used clothing goods from the brand in exchange for store credit towards new purchases.
Reformation currently has stores in the US, Canada, England and South Korea. The retailer plans to open a new store in Maryland in mid-July. This will be Reformation’s seventh new store to open before the end of the year.