Reformation designs limited-edition collections and manufactures styles in their downtown Los Angeles factory. This allows the company to release designs that reflect the latest fashion trends within a few weeks. By cutting out the middleman and selling in own boutiques and online store, Reformation is able to control costs and pass these savings to customers. Reformation also sources vintage garments and sustainable fabrics and incorporates green practices throughout its supply chain to make beautiful styles at a fraction of the environmental impact generated by most fashion brands.
The approach — predicated on the notion that a brand is your ‘best friend forever’ — is the core narrative behind the rise of some of the most successful direct-to-consumer womenswear and beauty brands.