Reformation Adds a Second SF Store To Its Growing Retail Empire

Photo courtesy of Reformation

Most cities are still hopin' and wishin' and thinkin' and prayin' for a Reformation. Meanwhile, San Francisco is hanging on the Best Coast with two Reformation outposts. That's right, lovelies: the sustainably-minded brand's second Bay Area location opens today.

A rep for the company tells Rockyt that the new shop, at 2360 Fillmore Street, is the brand's ninth permanent retail location in the U.S. (Which, technically, means they could open two more locations in the city before triggering the formula retail rules.) 

Much like the OG SF store, (914 Valencia in the Mission), the Fillmore location will have touch screen monitors throughout the store where customers can digitally choose the styles they want to try. Those pieces will then magically appear in one of the store’s five dressing rooms. (The rooms also have phone chargers, speakers, and primo lighting options, so you'll probably want to stay for a spell.) 

Launched in 2009, Reformation made its name as an online retailer merging fast fashion with sustainability. The line is produced in L.A. in what the brand calls the "first sustainable sewing factory in the US," and the company uses eco-friendly packaging for at-home shipments. The IRL Reformation experience is similarly focused on eco-friendliness, which means the space has low VOC paints, eco lighting, and reusable totes and hangers made from recycled materials. There are photos of the space below for any of you who enjoy your real estate porn.

Stop by and check out the new kid on the block in Pacific Heights this week. And if you have a wedding to attend this summer, yeah, you'll probably want to pick up a new dress, too.