Innovative Fashion Brand ‘Reformation’

By Craig Patterson

Eco-friendly US-based women’s fashion brand Reformation has retained a brokerage to enter the Canadian market by opening direct-to-consumer stores. The cutting-edge retailer will no doubt wow Canadians with its in-store technology, and impress with its sustainability focus. Reformation is the latest international retailer to look to enter Canada, which is seeing unprecedented interest from foreign retailers looking to open standalone stores. 

Known for being a “cool girl” clothing company (as stated in Allure), Reformation has become popular amongst celebrities such as RihannaTaylor Swift, and model Karlie Kloss. The company says that its goal is to create designs that are sexy, edgy and feminine, utilizing sustainable methods and materials. 

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Reformation's fashions are, in many instances, vintage-inspired with products such as maxi dresses with high slits and button-down dresses with kitchy slogans — it’s something of a deviation from eco-friendly labels that might be more ‘hippie style’. Prices are mid-range — dresses on its US website generally range between $128 and $218 for example. New designs are released regularly, sometimes as often as every week. About 60% of the brand’s clothing is manufactured in its Los Angeles factory, and the company continues to seek ways to increase production while staying true to the brand’s ethos. 

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Nith Nadarajah