LA based, Reformation, has returned to the UK and taken up residency at Browns online and in store
It’s the shipping charges that have always killed us. Reformation has always felt like a good idea, full of good quality fabrics and easy shapes, the kind of stuff you’ll wear again and again and again. The Los Angeles-based brand is one of those just-bigger-than-cult labels that you see floating past as you scroll through your Instagram.
And even if Reformation if they weren’t leaders in the sustainability stakes (and they publish a quarterly report on the topic to keep you updated on their environmental credentials), even if they weren’t committed to paying fair wages and training up their staff, then their clothes would still be hanging in our wardrobes and being worn to one happy, relaxed occasion after another.
Well, they would be except the price, in terms of both money and eco guilt, of getting individual items to Britain has always put us off making the final click to push the basket through the checkout.
But we’ve been saved by Browns. The fashion-forward retailer has opened a Reformation pop-up, both in their Browns East store in Shoreditch, London, and on their website, with prices starting at £110.
“It’s a collection exclusively for the UK,” says Jennifer Bishop, Browns womenswear ready-to-wear buyer. “We were able to look through Reformation’s archives and choose which pieces we wanted. They’ve also created three brand-new exclusive dresses just for our collection: wrap dresses in green and cream floral and blue button through.” There are styles taken from the denim collection too and it’s also the first time Reformation’s swimwear will have ever been available to European shoppers.
“With the weather at the moment, their LA approach is perfect,” says Bishop. “Browns travel all around the world so that our customer can access the best fashion from anywhere. We’re very excited to bring them Reformation”.
We round up the best pieces to add to your wardrobe now.
Floral wrap dress, £245, Reformation at brownsfashion.com
High waisted denim jeans, £145, Reformation at brownsfashion.com
Red and white check bikini, £165, Reformation at brownsfashion.com
Green wrap dress, £110, Reformation at brownsfashion.com
Floral top, £145, Reformation at brownsfashion.com
Images: courtesy of Browns Fashion