Sustainability pioneer Yael Aflalo is transforming
millennial wardrobes with her fashion brand Reformation. She talks to SUITCASE about the store’s
London
outpost, eco-conscious practices and the
LA hangouts loved by locals.

LA-based Yael Aflalo, founder and CEO of sustainable fashion
brand Reformation, is reforming the way people think (and dress).
Carbon neutral since 2015, her label is known for its use of eco
fabrics and repurposed vintage pieces – the go-to fashion choice of
any mindful millennial – as much as it is for its cult celeb
following (Rhianna and Kendal Jenner are big fans).

A product of its environment, Reformation’s California-inspired
dresses and “effortless” feel is oh so LA. Here, Yael reveals her
insider guide to the city, flagging the best acupuncturist in town,
late-night dinner table to book and the buzzy health spot only
locals know about…

You’ve brought a little slice of LA to London with the launch
of your first European store. Tell us about your latest opening and
why you chose Notting Hill as a base…

For us, London was the natural next step in an exciting year of
expansion outside of the US After a successful pop-up in 2016, the
introduction of free worldwide shipping in the summer and now the
Westbourne Grove store, we are excited to meet all the amazing
London Ref girls and further our mission of bringing sustainable
clothes to even more people. London is such a vibrant and diverse
city and has always been a source of inspiration for me. Notting
Hill is one of my favourite areas, so we chose to open our first
store there. I love the restaurants and independent stores.

You’re an LA native, that’s something of an anomaly right?

Yes, but very happy and proud to be born and bred here in
LA.

Where in LA do you live?

Beverly Hills.

What’s the city’s dress code?

A pair of well-cut sustainable jeans, a white t-shirt and
sneakers. Possibly a pair of heels for dinner depending on where
I’m going, but we are pretty casual in LA. Key pieces to pack for a
trip to LA include: jeans, jeans, jeans, some t-shirts and of
course one or two easy slip dresses.

How would you define Reformation’s aesthetic?

When I started this business, I wanted to create a brand that
would become a lifestyle. Reformation is about changing the world’s
view on the fashion industry and educating consumers about the
powerful effect we can all have on the environment. We are
literally reforming the way people think, and creating beautiful,
limited-edition collections out of vintage and surplus materials
that people would have otherwise thought of as waste. Reformation
offers clothes that people want to wear – they are on trend without
being trendy, they are sexy but at the same time easy and chic,
they are unique yet effortless and minimalist, and they celebrate
the figure with beautiful silhouettes. We’re proving that fast
fashion and sustainability can co-exist.

Do you feel that Reformation is a product of its
environment?

LA is increasingly being recognised as a hub for creativity and
fashion, which I love.

Reformation is an eco-friendly brand. Tell us more about your
efforts in sustainability?

At Reformation we focus on every element in the production
cycle, from start to finish. We use eco fabrics, utilise repurposed
vintage pieces, deadstock fabrics and compostable packaging, and
make sure all our retail locations are low-impact. Reformation has
been carbon neutral since 2015 when we also introduced the
RefScale, a tool that tracks each product’s environmental footprint
by adding up the carbon dioxide emitted, water used and waste
generated. Similar to how big companies report their profits
through quarterly earnings reports, we release a quarterly
sustainability report so that we can track our progress throughout
the year, and our customers can make better and more empowered
choices.

We also invest in offset programs that help replace a good
amount of the resources used in production, as well as circularity
initiatives that eliminate the concept of waste. We do this by
reusing and recycling materials to put back into the fashion
system. Fashion is one of the most polluting industries in the
world. I strongly believe that the key to creating a more
sustainable fashion community is to continue to innovate and
prioritise environmentally conscious choices.

Coolest neighbourhoods in LA …

I love the energy in DTLA. Some amazing new restaurants and
galleries have opened in the last five years which has really
changed the vibe of the area.

Best hotel in the city…

The Beverly Hills Hotel, of
course.

Where’s good for lunch?

Croft Alley, off Melrose Place, has the best kale
salad in town. It’s a bit hard to find, but well worth the
search.

For a late dinner book a table at…

Madeo.

Other food spots to try…

Jon & Vinny’s or Felix on Abbot Kinney are two
great Italian restaurants. Try Escuela Taqueria for tacos or book a
table at Bavel in Downtown for the most delicious
Middle-Eastern food.

What’s the best way to explore the city?

Go hiking to get rid of any jet-lag and to enjoy an amazing view
over the city. A perfect day would consist of heading to the beach
in the morning, antiques shopping in the afternoon and dinner at
Il Pastaio.

Where should we head on a Saturday morning?

Caffe Luxxe in Malibu.

For Sunday brunch book a table at…

Gjusta in Venice.

Favourite spots in the city…

Griffith Observatory.

One place only locals know about is…

Erewhon Market.

Great day trips from the city include…

I love the dry heat, the inspiring mid-century architecture and
the amazing vintage shopping in Palm Springs. I usually stay at the
Parker Palm Springs hotel.

A souvenir to bring back…

A crystal. I get mine from a little store in Topanga.

One misconception about LA is…

I think there’s quite a few, but an important one is that not
everyone wears sweatpants all day every day.

Underrated spots worth a visit…

I think it’s nice to slow down and have a self-care day. My
favourite places to visit are Acutonix for acupuncture,
PLAYLIST Yoga for a music-based yoga class and
Vanessa Hernandez Skincare for a facial.