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Reformation Expands With SoHo Store

The sustainable fashion brand will open its third store in the U.S. (and second in New York) at 23 Howard St.

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EASY BEING GREEN: Reformation is green — and growing. The sustainable brand that turns out fashionable wares made from 80% repurposed vintage and surplus materials — a hit with downtown girls — will open its third store in the U.S. (and second in New York) at 23 Howard St., joining Jil Sander and Opening Ceremony, which occupy the same block. The 2,000 square-foot space, slated to open on Sept. 5, will be the company’s official flagship. The brand also operates a store at 8253 Melrose Avenue in Los Angeles and at 156 Ludlow Street in Manhattan and is currently scouting for a new retail location on the westside of L.A.

 

Owner and creative director Yael Aflalo enlisted Todd Mallis of sustainable design and construction firm, Potter Mallis — he also designed the brand’s L.A. outpost — to build the SoHo space, which will be comprised mostly of birchwood and feature energy-saving lighting by Plumen.

 

“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 environments [...] but it’s very rare for something to sell well in New York and not in Los Angeles and vice versa,” she said. Still, each store offers a slightly varied assortment; the SoHo location will boast higher-priced items and special collections including accessories by brands like Bing Bang, Made Her Think, Cosabella, Hanky Panky, Reece Hudson and more.

 

On Fashion's Night Out, Reformation will kick off its new flagship with a tasting of Juice Press juices — which will be carried in-store — and will also debut a biodiesel-powered motorcycle during fashion week.

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