Reformation has announced its next U.S. location to open up shop later this month: San Francisco.
Founder Yael Aflalo decided on expanding in the Bay Area city as it is the brand’s biggest market after Los Angeles and New York.
The Los Angeles-based brand stuck to its eco-friendly roots by working with local companies to design the brick-and-mortar space. The walls were built with rammed earth (a raw, sustainable material), along with low VOC paints that release less toxins in the air over time. The hangers are made from recycled materials and reusable shopping totes.
Additionally, the Reformation locale will include tech-enabled retail concepts for a seamless shopping experience, complete with touchscreen monitors and a “magic wardrobe.”
Reformation’s San Francisco store will open on February 21 at 914 Valencia Street.