There once was a time when "eco-friendly" and "fashion" didn't mix well; the result was often one that might be better suited for REI than, say, Shopbop.com or Nordstrom. Inside Reformation on Henderson Avenue, the first Texas location of the womenswear brand, the vibe evokes an understated sense of cool. The apparel, a mix of wrap dresses, crop tops, worn-in boyfriend jeans, silky slip dresses are designed simply but feel well-made.
But if you've never stopped to think about the environmental consequences of fashion, well ... you're not alone. (We didn't either.) The stats are staggering: fashion—from concept to creation, manufacturing, production and distribution—contributes to more pollution and waste than almost any other industry in the world. In 2009, Reformation set out to create a truly sustainable clothing line that was both eco-conscious and fashion-forward. From sourcing local and domestic suppliers to enlisting sustainable practices throughout its manufacturing facilities and retail stores.
This fall, the brand launched Ref Jeans, a new, more affordable line of denim—a fabric that, by the way, consumes 1,500 gallons of water for just one pair of jeans— and will offset its environmental footprint made in manufacturing through water cleaning projects. Ref Jeans' on-trend styles, which also include basic tops and wardrobe essentials, are made with deadstock fabric or eco-friendlier materials.
Even the supplies used to build out the space were sourced as sustainably as possible, from the lighting system to the type of wood used throughout the interior. It also adds the element of technology: modeled after Los Angeles-based brand's first tech-savvy outpost in San Francisco, the Dallas store provides a clean, contemporary shopping experience for those who don't like rummaging through racks to find the right size.
Like menswear brands such as Alton Lane and Untuckit, which also incorporate tech into their retail concepts, Reformation blends the best parts of shopping online with that of shopping in-store—meaning the ability to look and feel the fabric or try on a particular size, along with the instant gratification of wearing it home (take that, free two-day shipping). Here, a few samples of the latest styles and colors are presented in a modern space with an intimate, showroom-like feel. Two large HDTV screens and a few iPads allow visitors to scroll through Reformation's full inventory, which typically gets refreshed with new items weekly.
After 'tapping' a few selections on the screen, an associate brings the items to a high-tech dressing room that's also outfitted with an iPad mounted to the wall. If you've ever tiptoed out of a dressing room to fumble for a different size, know you'll never have to do that again at Reformation. And if you have a question about a different size or color, the iPad can tell you that too.