Our History
Reformation is a sustainable clothing brand created by Yael Aflalo in 2009. Launched as a small store in Downtown Los Angeles that sold vintage clothing, Reformation quickly began producing original clothing shortly after and have continued to focus on combining fashion with sustainability. Reformation is popular amongst female millennials for its aesthetic, transparency, and sustainability.
Our Mission
Reformation’s mission is to bring sustainable fashion to everyone.
Our Brand
Reformation’s current logotype is “Reformation” in the sans-serif typeface “Newtime”. The minimalistic black text on a white background reflects that the brand will deliver simply without complications. The new logo aims to alter Reformation's brand identity to appear elegant, feminine, organic, and clean to better represent Reformation's sustainability and to better appeal to Reformation’s target audience of females.
This Site
Provided are guidelines to communicate Reformation's brand identity consistently and appropriately across all materials and platforms. As the brand evolves, so will the content on this site.