deconstructed vintage or reconstructed vintage?

by ali hoffman

Some clothing stores can feel like a trip to Disneyland: You enter bubbly and energized, and leave feeling as if you've just finished a triathlon.

Then there are stores like The Reformation, the semi-vintage haven that reminds us of what our apartment looks like… in our dreams.  Chalk full of industrial knickknacks, vintage suitcases, and leather goods, the small space boasts a shabby-chic vibe with a ‘50s bluesy flair.

Okay, now about goods. After closing down YaYa, store founder Yael Aflalo, along with designer Chi Bui, created The Reformation based on the idea of deconstruction vintage pieces, only to reconstruct them into more modern, wearable, and updated looks. The result includes handmade printed silk dresses, whimsical sheer blouses with lace trims, and more silky shorts than you could imagine.  Most pieces boast a surprise twist, like a sheer back or an exposed zipper.  “We're different from other vintage boutiques,” says says brand manager Elana Rosenblatt. “We take beautiful prints and beautiful fabrics and we make them feel fresh.  We're always going to make it our own.”

With stores in New York and Los Angeles, in addition to a handful of e-commerce sites, and an exclusive capsule collection for Urban Outfitters, The Reformation's steadily grown into a mini-empire. But the label's careful not expand too much. “The idea of our store is that things are unique in their own right,” says Rosenblatt. “And even if we have more than one store, each one has it's own vibe.”

143 Ludlow St

New York, NY

(646) 448-4925

Or check out some of the range here!