Reformation now open in Montrose Collective

Editor's note: This article was edited with updated information from Reformation's public relations team.

Officials with the Montrose Collective development welcomed Houston’s first location of sustainable fashion brand Reformation on July 15 at 1001 California St., Ste. 103, Houston.

According to officials with Reformation, the tech-inspired gadgets at the store include touch screens that will send clothes directly to customers in the dressing room; additional touch screens to order new sizes and styles; “magic wardrobes” with two-way doors for product fulfillment; and customizable lighting.

“We’ve loved connecting with this community and creating more in-person touchpoints for our local consumers,” said Shaheen Mufti, vice president of retail at Reformation, in a statement to Community Impact Newspaper. “Montrose is one of Houston’s most vibrant neighborhoods and is the center of its arts and culinary scenes, so opening at Montrose Collective was an easy choice.”

Patrons can shop from a collection of dresses, tops, skirts, shorts, mini dresses, sleeveless tops, denim styles and Ref sneakers—the brand’s latest addition to their Ref shoes lineup.

The new location’s sustainable design uses both natural and recyclable materials, such as sustainable dressing room carpets, vintage furniture, eco-friendly fabrics, hangers that are made with Forest Stewardship Council certified wood and reusable deadstock tote bags, the release said. The store will also use 100% renewable energy.

Shoppers can also advance the store’s mission of sustainability by recycling their Reformation articles through RefRecycling. Items that can be recycled are shoes, jeans, sweaters and activewear. According to the release, customers who drop off their worn Reformation pieces will receive credit for future purchases. Customers can earn $25 for shoes, $15 for denim and $10 for both sweaters and activewear.

www.thereformation.com