Reformation

A leading vertically-integrated fashion brand focused on sustainability.

The Story

Reformation was founded in 2009 by Yael Aflalo, a designer turned entrepreneur, with the mission of building a women’s fashion brand centered on sustainability and a direct-to-consumer model. The brand’s offering includes an assortment of knits, wovens, dresses and denim produced with environmentally-friendly fabrics in downtown LA.

Following her experience building fashion brands with traditional retail distribution, Yael saw the opportunity to leverage the power of eCommerce to build a direct relationship with her consumers. Today, the brand sells primarily through the online channel as well as its owned and operated retail stores in Los Angeles and New York. With its vertically-integrated approach to manufacturing and distribution, Reformation is able to introduce new styles nearly every few weeks and turn inventory in cycles much faster than traditional fashion houses. The brand has earned critical acclaim within the fashion community as well as a cult-like following among trendsetters worldwide.

Brian Nicholson and Ken Fox were introduced to Reformation through the Stripes network and were immediately impressed by Yael’s vision for the Company. In only a few short years and with few resources, Yael had built a very special brand with tremendous opportunities ahead. When it came to choosing her first institutional partner, the idea of partnering with Stripes to harness our collective knowledge across digital and consumer brands seemed like a great fit.