For anyone who isn’t familiar with the brand, can you tell us about Reformation and how the idea for the brand first came about?
For anyone who isn’t familiar with the brand, can you tell us about Reformation and how the idea for the brand first came about?
Yael Aflalo, the founder of Reformation, had a big label that was produced overseas before and really wanted to change the way she approached the clothing business. The idea behind Reformation is not only bringing girls clothes that are made in a sustainable way, but also clothes that are covetable yet still affordable, accessible to many different kinds of women without being dumbed down for mass market. You can get a killer dress without feeling guilty about spending your whole paycheck or feeling guilty about damaging the environment.
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