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Eco-friendly US womenswear brand pop-up hits London

The pop-up concept store for US eco-friendly womenswear brand, Reformation, has opened in London’s West End.

Open until January 2017, the 1,300 sq ft space will pose as a showroom for the label’s range of uniquely designed clothes, which have been designed and manufactured in Los Angeles from sustainable materials, rescued deadstock fabrics and repurposed vintage clothing.

Housed at 61-63 Monmouth Street, the showroom will allow shoppers to browse Reformation’s range, try items on that are currently only available in the US and utilise touch screen devices to order via the brand’s online store.

Founded in 2009 by Yael Afalo, Reformation currently has three stores in the US in LA, Soho and New York’s Lower East Side.

Sam Bain-Mollison, Head of Group Retail Strategy and Leasing at Shaftesbury, who own the site, said: “We are thrilled to welcome this completely unique pop-up store to Monmouth Street and showcase this US Brand in the heart of London’s West End.

“Reformation has such an innovative trend led collection and their ecological philosophy and showroom environment complements the current international retail brands and dining offer at Seven Dials.”

Shackleton and JLL acted on behalf of Shaftesbury and while Reformation were represented by KLM Retail.

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