Following its Abbot Kinney pop-up shop, Reformation is becoming a permanent Westsider. The sustainably cool label is opening its fourth permanent LA store in Santa Monica, where it's set to open its doors on Main Street next Monday, August 6.
Landing next door to Mohawk, the shop will stock the LA-based brand's full collection of eco-conscious womenswear and accessories. Like the rest of the label's high-tech spaces, the store will house smart dressing rooms powered by digital concierges, allowing Ref babes to order more styles and sizes with the touch of a screen. The rooms will also outfitted with "magic" wardrobes that'll deliver items directly to shoppers, customizable lighting with three 'grammable moods (Cool, Golden, and Sexy Time) and phone charging stations so you can listen to your own tunes while you try on merch.
True to the EmRata-faved brand's roots, other earth-minded touches include low VOC paints, efficient lighting, hangers made from recycled materials, and reusable totes for boasting your latest haul. Once open, the SaMo outpost will be Reformation's 12th location, joining two stores in San Francisco, four in New York, and one each in Dallas and Boston. A 13th spot is also set to open soon in Washington, D.C., too. (Tell all your capital-residing friends.)
In other Ref shop news, the label also recently added a denim bar — along with the perfect tees to match — to its Melrose vintage shop, which took over the brand's old flagship space last year.
Reformation
2937 Main St., Santa Monica, CA 90405
