Reformation opens new vintage store on Melrose Avenue

By

Emily Jensen

Published
Jul 3, 2017

The beloved Los Angeles brand has opened a new store dedicated to vintage apparel on the city’s Melrose Avenue. The clothing label also recently opened an eco-friendly store in Culver City.

 
Located in what in fact used to be another Reformation store, the new shop at 8253 Melrose Avenue is dedicated to vintage clothing and accessories. It’s the first of Reformation’s brick-and-mortar store stocking entirely second-hand pieces.
 
Known for its eco-friendly and often vintage-inspired pieces, Reformation is branching more into the second-hand market. The Los Angeles-based label hosted a limited edition sale of vintage items on its website last month, selling one of a kind pieces starting at $78.

In early June, the brand also opened a store in Culver City in the space downstairs from its offices. To set it apart from Reformation’s other locations, the Culver City store puts the focus on technology, with touch pads tracking all of the customers’ interactions with the staff and lighting designed to flatter in the dressing rooms.
 
Reformation was founded in 2009 by Yael Aflalo and is known for its ecologically-friendly practices and commitment to sustainability. The label manufacturers all of its pieces in Los Angeles, and has stores in New York City, San Francisco and LA.