Reformation: The Cool Girls' Answer to Eco-Friendly Fashion

The bi-coastal sustainable fashion brand Reformation already has a loyal following of local fans—lovingly dubbed "Ref babes"—and their eco-friendly movement seems to be growing by the minute. Here, we take you on a tour of the label's newest addition: a store on Howard Street in Soho.


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    Although Reformation's two New York locations are in relatively close proximity, the team plans to keep the inventory at each store very different. "We're carrying different products—Soho has its own energy and so does the Lower East Side," Yael explained. "A lot of our things are one-of-a-kind, so we go through piece by piece and decide which store we should send it to. We definitely have our customer in mind—the Lower East Side girl is chic and edgy, but a little tougher and a bit more punk."

    Shanna Ravindra
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