Reformation designs and sells eco-friendly clothing, ranging from casual jeans to wedding attire, through its website and physical retail stores. The company operates a direct-to-consumer model that manages the entire lifecycle of a garment, including a recycling program where customers trade old clothes for store credit. Unlike traditional fashion brands that rely on third-party retailers, Reformation maintains full control over its supply chain and pricing to ensure sustainable practices are met at every step. Its goal is to reduce the environmental impact of the fashion industry by providing stylish, sustainable alternatives to standard apparel.
Company Size
1,001-5,000
Company Stage
IPO
Headquarters
Vernon, California
Founded
2009
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Los Angeles athleisure brand, aimed at Gen Z and millennials, opens West Loop flagship. Set is opening its third brick-and-mortar store with an interior inspired by a Midwest lake house. Sept 18, 2026, 6:00am PDT Los Angeles athleisure brand Set, popular among Gen Z and millennials, is opening its first Midwest outpost on Friday in the West Loop. The store's opening celebration will feature a hat and patch bar and the first 100 customers will receive custom Lands' End totebags with Garrett Popcorn. The business, at 946 W. Randolph St., joins a sea of retailers and restaurants putting down roots in the thriving neighborhood. Set was founded in 2018 by Lindsey Carter for the fashion-focused "girl on the go" and it was "fully self-funded, just with a lot of credit card debt and big hopes and dreams," Set Chief of Staff Gina Sheldon said. She said growth has been explosive for the brand. "Set has done tremendously well as a [direct-to-consumer] brand, and I think just a natural evolution is to grow to be a little bit more omnichannel," Sheldon said. "Set has always been a community-driven brand and part of that for us means meeting our community where they're at." The company's first brick-and-mortar store opened in LA in 2022. Its New York store followed soon after, with Chicago becoming its third store. "When we look at expansion, we look at where is our girl, where does she live and where does she work and where does she go out," Sheldon said. "And Chicago just made so much sense for us." It also marks a shift in its retail strategy. The West Loop store is designed to feel like a Midwest lake house with a "lived in living room" and nods to Chicago's sports teams. The dressing room, in the back of the 1,138-square-foot store, will also have space for visitors to relax on a couch, with complimentary drinks, TV and a hook-and-ring toss game. Set will also sell Chicago-specific merchandise, including sweatshirts, sweatpants and hats. And the items are only available at the West Loop store, Sheldon said. "Rather than think about it from almost a brand-centric view, we wanted to think of it from a customer-centric view of how do we make this store feel distinctly like our Chicago customer. We want her to walk in and immediately feel seen and understood," she said. The West Loop, which includes Fulton Market, has been booming, as more retailers open in the area. Reformation expanded its Chicago presence with a Fulton Market store, and fashion designer Rick Owens announced plans earlier this year to open a flagship store in Fulton Market. Fulton Market was the second most frequented Chicago retail corridor last year, according to data from JLL. Michigan Avenue ranked No. 1. Fulton Market also saw a 4.1% increase year-over-year in foot traffic, the highest yearly increase for the city's top seven frequented retail corridors, JLL said. And businesses have flocked to the West Loop more than other areas in Chicago over the last five years, according to city data. From 2020 to 2025, the West Loop ranked third in number of issued Limited Business Licenses, which retail stores selling general merchandise are required to have, city data shows. The Loop and New City ranked first and second, respectively. Chicago Sun-TimesMoney reporter As part of a weekly audio segment, we want to help you tackle your personal finance questions. Next Up In News
Underwear and sock collection. Reformation is once again working with the National Giving Alliance (NGA) to collect NEW underwear and socks. Media, PA will be collecting underwear through October 4. Donations can be dropped off in the bin at the top of the stairs. For further information, please contact Sally Burkam.
US lifestyle brands are expanding their international presence through freestanding stores and pop-ups. Tory Burch, which began overseas expansion in 2006, now operates boutiques across Europe and the Middle East. The brand opens a pop-up at Selfridges Oxford Street on Friday, featuring an Airstream café and exclusive products. LoveShackFancy, Alice + Olivia, TWP, Ulla Johnson and Nili Lotan have opened stores abroad and are seeking new locations. Coach, Ralph Lauren, Alo Yoga, Vuori and Reformation continue expanding overseas. Meghan Labot, managing director at creative agency Love, notes the challenge is "scaling relevance" rather than simple adaptation. Brands must understand how consumers interpret their identity in different cultural contexts whilst maintaining their core values.
Reformation to open third Toronto store inside this major mall. Aug 26, 2026 Toronto-based journalist and Managing Editor with years experience covering local news and lifestyle. Sustainable fashion brand Reformation will soon open its newest Toronto storefront inside the Eaton Centre next week, marking its third in the city. Known for its limited-edition collections, sustainable creations and high-end designs, Reformation's latest location will bring its wide array of apparel to one of Toronto's largest tourist hubs. What to know about the Reformation store opening in Toronto. When will it open? A set date has yet to be announced, but according to the brand, it plans to open the week of Aug. 31, 2026, at the Toronto Eaton Centre. Where will the new Reformation store be located? Shoppers will be able to find the new storefront on the top level, steps away from Zara. What can shoppers expect at the new Reformation store? The mall location will span over 1,100 square feet and feature the brand's beloved proprietary tech-enabled concept, Retail X. This concept brings the best of Reformation's online shopping experience to its physical store. According to the brand, this high-tech experience brings fancy features like magic wardrobes and customizable lighting. Shoppers will be able to browse an assortment of pieces that, according to the brand, "pair modern, clean silhouettes with everyday ease, including contemporary separates, relaxed denim, and a constant rotation of new dress arrivals." What will the store look like? All of this can be found within a store that reflects Reformation's signature design details. In terms of its interior design, think honey oak millwork and rich mauve and root beer upholstery. Per the brand, the interior is further enhanced by 1940s furniture, vintage Italian lighting, and custom Art Deco-inspired area rugs. Talk about chic! Following the success of its Yorkville and Yorkdale locations, the new Reformation location will serve as a stop for a quick, current wardrobe refresh in the city. Karen doradea. Managing Editor, Toronto - Karen is a multimedia journalist based in Toronto. With a strong knowledge of reporting and editing through all forms of media, she has a true passion for storytelling. She carries several years of journalistic experience and has covered the Toronto scene from local stories to national news. When Karen isn't publishing fire content, you can find her binge-watching sitcoms on Crave, at a must-try restaurant, or scrolling endlessly on TikTok looking for the next best thing - News never sleeps.
Cult US sustainable clothing brand Reformation to open in Manchester city centre. It's the brand's first UK store outside London. Cult US sustainable clothing brand Reformation is set to open its doors in Manchester very soon. Since it was first founded in Los Angeles all the way back in 2009, Reformation has gone on to become one of the largest sustainable womenswear brands on the planet, and is now known and loved for making beautiful, timeless apparel and accessories that aim to 'inspire confidence' across life stages and occasions. Operating on a business model that pairs a smart approach to merchandising with a responsive supply chain, Reformation now operates more than 70 retail stores across the US, UK, Canada, and France. At the heart of the Reformation story is a genuine commitment to 'doing things differently'. Since day one, sustainability has been woven into everything the brand makes - from the eco-certified fabrics and responsible factories, to its famously transparent sustainability reports. Currently, Reformation has five UK stores to its name - but, it may come as no surprise to fans of the brand that they're all in London. That's why the news of this new Manchester opening is such a big deal. Set to be the label's first UK store outside of the capital, Reformation has secured a prime spot on King Street in the heart of the city centre, and although there's no confirmed opening date as of yet, if the shop windows saying 'Summer 2026' are anything to go by, Manc Group can only imagine it'll be very soon. Read more: "For Manchester, it's a landmark moment, and for King Street, it's the latest signal that this is one of the UK's most exciting retail destinations," a spokesperson for King Street said in a statement. Stay tuned for details on opening dates to be announced in due course. Featured Image - The Manc Group