Reformation goes vintage on Melrose Avenue with new concept store

Known for excellence in sustainability and contemporary clothing, Reformation is now adding an element of vintage to their brand. With a new store concept in Los Angeles, the online brand know has a retro-inspired boutique.

The storefront is dedicated to Reformation vintage clothing rather than the brand's normal collection of sophisticated and luxury styles. The new store comes from inspiration behind the brand's founder Yael Aflalo. The Melrose space is currently the only retail front that carries vintage clothing of the brand, according to WWD. With a handpicked curation of apparel, prices range from 38 to 300 dollars.

"We thought it would be fun to finally create an enjoyable vintage shopping experience, with a curated selection of fun pieces that are exactly what you’re looking for," Aflalo told the publication. "Around 90 percent of clothing is tossed way before the end of its life. One of the easiest ways to be sustainable is to recycle, so that’s how I started the brand — taking old, vintage pieces and updating them with a modern twist," she stated to WWD.

The interior of the store reflects an urban, minimalist aesthetic. With wood fixtures and shelving, the store has a rustic vibe, complementing its vintage clothing. The store has dull gray flooring as well as white walls and white lighting to create a lightness for the boutique. Down the street from Reformation Melrose, the brand's regular store, its retro counterpart is located off of Melrose Avenue.

Photo: Reformation