A long-anticipated Reformation is coming to Dallas' Lower Greenville area on Thursday, September 14.
Since launching in 2009, Reformation has become a favorite with eco-conscious fashionistas for its sustainable approach to creating effortlessly cool wares. Founder and CEO Yael Aflalo, an industry vet of nearly 20 years, formed the brand after traveling to China and observing the pollution emitted by fast-fashion consumers.
"I had to make a change and help break this cycle," she says. "At the time, there weren't many other brands making sustainable clothes that I'd actually want to wear, so I created Reformation to fill this void at the intersection of design and sustainability."
Aflalo set up shop in Los Angeles with the country's first sustainable apparel factory. Made from materials sourced from deadstock fabrics and vintage clothing, pieces are designed, manufactured, photographed and fulfilled in the Los Angeles headquarters.
Her first store followed, in 2010, and eight stores have opened, coast-to-coast, since then. The newest location, at 2815 N. Henderson Ave., in the Lower Greenville area of Dallas, comes on the heels of a successful sample sale last year. The store officially opens its doors September 14, and regular hours are 11 am-7 pm Sunday through Saturday.
"We saw a great turnout and met a ton of amazing Reformation babes," says Aflalo. "We've been eyeing the city every since."
Along with its signature breezy silhouettes and feminine dresses, Reformation offers new, online-only categories, including swim and kids.
If you find yourself in L.A., be sure to stop by the factory. Tours are offered once a month, so you can meet the artisans behind the clothes and see their sustainable practices firsthand.
"We design easy-to-wear styles that people want to wear," says Aflalo. "They also happen to be super sustainable."