The motto behind Reformation clothing stores is, “Change the world without changing your style.” Actually, Reformation is a lot like your style, but better. It’s cooler, maybe a little simpler. It’s the go-to for “it” girls such as Taylor Swift and Karlie Kloss—but what really sets Reformation’s breezy styles apart is how they’re made: as highly sustainable, fashion-forward designs.
Now, East Enders don’t even have to change their location to access the environmentally friendly garments: Reformation Beach House has opened an East Hampton pop-up location. Shoppers can avoid the typical dressing room tornado in favor of a minimalistic shopping experience with beaches and cocktails never far.
Reformation’s aesthetic is easy for almost anyone to pull off. Clean lines, airy prints and flowing slits characterize the green ready-to-wear looks. This season’s collection possesses an I-just-threw-this-on-over-my-swimsuit-but-look-amazing easiness that works for any Long Island social event.
Yael Aflalo founded Reformation when her clothing line Ya-Ya blazed out of the early 2000s. She stayed in fashion by hitting the thrift stores and reworking vintage pieces that were picked up by Urban Outfitters. Reformation was just finding success when Aflalo traveled to China and discovered how unsustainable fashion is. (It’s the third-most polluting industry in the world.) She took control of her manufacturing to source sustainable fabrics and incorporate better environmental practices.
The result is what The New York Times dubs “an eco label the cool girls pick.” To stay on top of current trends and avoid inventory problems, Aflalo keeps the new items coming at a fast turnaround, and many of the items on her site are waitlisted. She’s changing eco-friendly from an obligation to a must-have, and maybe—slowly—she’s changing the world too. 45 Main St., East Hampton
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