Courtesy of Reformation


3 Reasons to Care About Reformation’s New Dallas Store

The brand’s first brick-and-mortar outside New York and California is as smart as it is beautiful.

I’ve shared my sad tale of missing the Reformation Sample Sale a couple of years back. I thought I’d forever blown my shot at trying on the brand’s eco-friendly, cool-girl designs in person. It was truly tragic.

But all was not lost. The team at Reformation actually took Dallas’ positive response to that sample sale as a sign that they needed to expand their presence to our fair city. So when Coco & Dash moved to larger digs next door in Henderson Avenue’s newly dubbed “H Street Shops,” Reformation was swift to take over. The unique store celebrates their grand opening today, and in case you’re not already on the Ref train, here are a few reasons to hop on.


1. It’s Making Fast Fashion Ethical

Fashion is actually the second most polluting industry in the world, but when Reformation founder Yael Aflalo was looking for sustainable, eco-friendly clothing options, it was difficult to find anything she would actually want to wear. She created Reformation in 2009 so that beautiful clothes and sustainability could coexist.


2. It’s the First Store of Its Kind in Dallas

The lounge/dressing room area. (Courtesy of Reformation.)

The Dallas store utilizes a custom technology that was first debuted in Reformation’s San Francisco location (naturally). It’s pretty magical, actually. Here’s how it works.

There are touch screen monitors and iPads throughout the shop that catalogues all available inventory. If you see something on the floor you want to try on, you digitally choose the style in your size and add it to your dressing room. When you’re ready to try on, the clothes are waiting for you in one of the store’s eight dressing rooms. You can also summon new styles from the touchpads in each dressing room.

The tech keeps the clothing racks streamlined and the sales associates from constantly checking for different sizes in the back. It also feels like a super cool and futuristic way to shop.


3. Cool Celebrities Dig It

We’ve got your Taylor Swifts, your Karlie Klosses, your Emily Ratajkowskis, your Lena Dunhams, and perhaps the most mystical of all celebs, Rihanna. They all rock the Ref. Remember when Hiddleswift was both a thing and went to Italy? That cute yellow dress was Reformation. Kloss is actually an investor. Rihanna! Enough said.






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