Reformation Founder Steps Down: A Look at the Future of the Eco-Friendly Brand
Reformation CEO Hali Borenstein is leading the 15-year-old apparel company through its adolescence, expanding the trendy brand beyond dresses to achieve ‘double-digit’ profitability. In another example, Reformation launched its first shoe line in 2019 with a third-party partner, but after facing challenges, the company shut down the shoe business in April 2020. Now, the brand has brought in a new team and built a shoe line from scratch.
Insta-chic and eco-friendly, Reformation has thoroughly infiltrated Hollywood’s cool-girl crowd. Cofounder Yael Aflalo shares the brand’s secrets to cult success, highlighting the importance of sustainability and fast fashion. As Reformation expands internationally, it aims to balance speed with environmental consciousness.
Founded by Yael Aflalo as a vintage shop, Reformation has evolved into a direct-to-consumer brand with a focus on sustainable manufacturing. Recently, the brand raised a $25 million Series B funding round, signaling its growth and influence in the fashion industry.
Reformation’s commitment to sustainability is evident in its new initiatives, such as the launch of Ref Bags, a luxurious, recyclable handbag assortment manufactured sustainably in Europe. The brand also aims to be Circular by 2030, creating products with minimal virgin materials, ensuring recyclability, and reducing waste.
With the founder stepping down, Reformation faces a new chapter in its brand story. However, the legacy of eco-friendly practices and innovative fashion remains at the core of the company’s identity.
