So first things first, how/when/where was Reformation born?
Before launching Reformation I had a brand called Ya-Ya for about 10 years. I started it when I was 21. I had gone to fashion school for a year, but didn’t really have a design background beyond that. The label sort of grew up as I did. It was a contemporary label that had a lot of different identities throughout the decade. I was at such a formative age when I started it, so it really matured with me. I wanted my next venture to be direct to consumer because I was frustrated with letting other retailers decide the value and design of my products. So I rented a storefront and bought some racks. It was that simple!
Reformation uses reclaimed surplus fabric for its dresses. Why was that important to you?
With my last company Ya-Ya, I made a few trips out to China to see the factories, and I couldn’t take how polluted it was. After that I was committed to building a brand that was based in sustainable practices and tried to take care of our environment rather than destroy it. Reformation is truly something I can be proud of as a whole, rather than just the product but not the practice.
Who is the #refbabe?
We have such a lovely and loyal fan base. Refbabes are fashion loving girls who want to stand out in their clothes and feel cool, but also really feminine. It’s all about undone sexy chic. That being said, I am always surprised by how differently each girl styles her look, from tough to super sweet. It’s a really big range.
What made Nasty Gal a good fit for a collab? And what’s your favorite piece from the collection?!
I love the business model behind Nasty Gal. It’s amazing how much the business has grown and how quickly Nasty Gal made a name for itself in the online world. Nasty Gal also happens to have a similar customer to Reformation in a way, a girl who wants to stand out and be a little sexy. So the collaboration was an easy choice. My favorite piece is the Girls’ Night Bomber Jacket
. That’s feminine mystique at it’s best.
Seems like you guys have a lot of fun in the studio. What’s the best thing about coming to work?
Reformation is really like a family. For all its disfunction, it is a tight unit that really believes in the brand as well as in each other. Each day is a complete learning experience as well. The brand is growing so fast there are new solutions to be figured out each day, so it is never boring.
What’s a typical day like for you and your team?
Insane. We are still really small so everyone wears a million different hats. I like to be very hands on with all facets of the company so my day can go from finance meetings to styling a photo shoot to working with the factory, and then a design meeting, all in eight hours. It’s definitely a fast pace.
Is there any go-to soundtrack for photo shoot days?
Pandora is the best. You can just a pick an artist and they do the rest. So you can do an R&B day with Frank Ocean, and then another day might be something more like Blood Orange or Animal Collective, and then finish with some Otis Redding.
You’re living the dream. What advice would you give to other people who want to start their own fashion company?
Movement. I have never been an over thinker or super cautious. I say set goals and then go for them. As long as you keep your drive and your vision strong you can achieve what ever you want. And don’t be discouraged by set backs, just keep going forward.