Reformation Set to Open Second NYC Store


Sustainable fashion brand Reformation is proving that keeping "green" can be a winning business model. This Thursday, the brand will open its second New York boutique at 23 Howard Street, just steps from high-fashion neighbors Opening Ceremony and Jil Sander.

To furbish the 2,000-square-foot space, designer Yael Aflalo (formerly of Ya Ya Aflalo) worked with acclaimed sustainable designer Todd Mallis, who warmed up the boutique with reclaimed birchwood and energy-saving Plumen lighting, WWD reports.

The brand aims to keep their New York and L.A. stores distinct by offering slightly different merchandise at each location. SoHo, for example, will offer higher-priced pieces and baubles from local jewelry labels like Bing Bang and Made Her Think.

Still, Aflalo wants the customer experience to remain the same from store to store.

“I want all of our stores to have the same vibe,” Aflalo told WWD. “Of course, New York and Los Angeles are so different that these stores absorb their surrounding environmentsm...but it’s very rare for something to sell well in New York and not in Los Angeles and vice versa."

Swing by the store opening on Fashion's Night Out for fresh juice samples from Juice Press (which will also be stocked in the store).

Related Stories:

The Reformation: New Life to Old Clothes

The Reformation and Love By Yaya at Urban Outfitters

Contact Us