emerging designers,  fashion

Our favourite women’s clothing brand of the moment – Reformation

Wow, where do we start when talking about the clothing brand Reformation? Not only is it one of the top sustainable clothing brands out there, especially in the online space, but the designs that the women’s clothing brand producse with are all on point for today’s woman who shops online, AND their shopping experience in the retail space is also a game changer, with a focus on technology to serve the millennial audience that they are marketing to. Here are just some of the reasons we think Reformation is one of our favourite women’s clothing brand of the moment:

1) Great vintage-inspired designs

First and foremost, the designs from Reformation are vintage-inspired, so think high-waisted cuts, fit and flare dresses, small ditzy floral prints and so on. Since launching in 2009, they’ve expanded their product range from mostly dresses to denim, swimwear, more formal dresses and even accessories. This wider range of products completely carries their same aesthetic and speaks to the #refbabe.

 

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All images via Reformation.

2) Sustainability

The brand’s clothing is made from sustainable fabrics, such as those made from plant-based fibres like Tencell Lyocell, Viscose, Modal, Linen, and upcycled Recover yarns. They also purchase deadstock fabric that are old, leftover textiles and repurpose vintage clothing to create new garments. With all this effort that goes into ensuring a sustainable product, consumers are able to make conscious decisions about where their clothing comes from.

 

via @reformation

3) Size inclusion

Although their main range is made for women 5’6″ – 5’10”, they’ve also extended their size ranges to petites for under 5’2″ and included sizes for up to a size 22, so that any woman can fit into their clothing despite their size. For a large market like the US, this is a great way to expand their audience and appeal to audience demand. In fact there is not much more costs in terms of grading more sizes for each design, if the demand for more sizes is already there.

via @reformation

 

4) Made-in-LA women’s clothing brand

Reformation is the OG clothing brand from LA that came up with vintage-inspired designs in 2009, before other brands from LA started producing clothes with the same kind of design aesthetic. Plus, LA is home to one of  the United States’  apparel manufacturer hubs, so it makes sense that they would be based there. They also have a great reputation as a clothing manufacturer who runs their own factory, and treats their workers well, by paying a fair wage and even helping them by holding ESL classes to learn English and a path to citizenship courses. In fact, they are so transparent with their processes, that they have a monthly tour where their factory is open to public. Crazy, right? We’re so impressed by their commitment to sustainability and transparency.

 

       via @reformation

 

6) Their retail stores are super high-tech and consumer friendly

Furthermore, their retail stores are like cool showrooms for their online platform, where you can select the items you want to try with a touch of a button, and to find these items waiting in the changing room for you. In the fitting rooms, lighting can be adjusted and you can play your own music from your phone, and the whole fitting and checking out process is highly automated, thus adding on to the whole retail experience for its customer. Read here for a look inside their store.

via @reformation

 

For a women’s clothing brand that’s less than 10 years old, Reformation has accomplished a lot, and has served as one of the pioneers for fashion retailing and manufacturing for the digital age. We’re looking forward to seeing what the brand does next in the retail space!

Tell us what you think in the comments.

 

 

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