Reformation is heading to the Hamptons.
This summer, the revolutionary lifestyle brand that creates “killer clothes that don’t kill the environment” is launching The Reformation Beach House – a pop-up store in East Hampton.
“Reformation styles are breezy, sexy and comfortable – perfect for beach, pool or BBQ,” noted Yael Aflalo, Reformation’s founder and CEO. “We’re so excited to pop up in East Hampton this summer and introduce Ref to our extended New York community!”
After establishing her contemporary clothing brand, Ya-Ya, in 1999, Aflalo became profoundly aware of the environmental impact of fashion, which is the third most polluting industry in the world. That inspired Aflalo to create Reformation back in 2009, with the hopes of “leading and inspiring a sustainable way to be fashionable.” The limited-edition fashion collections (new lines are released weekly) are created in the brand’s factory and partner factories in Los Angeles.
Creating the perfect fit is vital for Reformation, who impressively creates clothing using sustainable materials like Tencel, rescued deadstock fabrics, and repurposed vintage and production methods that are safe in less than a month.
The Reformation Beach House will feature a comprehensive assortment of fan-favorites, like breezy wrap dresses, cropped everythings and the new swim collection, all of which celebrate the feminine figure.
The Reformation Beach House will make its Hamptons debut on Friday, May 26 and be open Sunday through Thursday from 10 a.m. to 6 p.m. and on Friday and Saturday from 10 a.m. to 7 p.m.
The Reformation Beach House is located at 45 Main Street in East Hampton. For more information, call 631-210-6697 or visit www.thereformation.com.