Reformation plans London pop-up

Reformation, the irreverent LA brand that set out to make sustainable fashion cool, is planning a pop-up in London but is remaining coy about the specifics.

The brand, which was founded in LA by Yael Aflalo in 2009, revealed on its Instagram page that it was very close to revealing the details of its temporary London store. Despite the pleas of many of its followers to release more detail the brand is keeping quiet for now.

Reformation has caused a sensation in the US. Under the strapline "We make killer clothes that don't kill the environment", the brand has proved that sustainability doesn't mean a compromise on fashionability.

Reformation's Instagram Post

Its Winter collection is heavy on key trends including velvet dresses and camis, jumpsuits, 90s style slip dresses and off-the-shoulder tops and dresses. The collection also proves that US-manufactured garments (most of Reformation's products are made in its native LA or by sustainable international suppliers) need not be uncompetitive on price.

A full-length, slashed to the naval evening dress retails for just $148 while an off-the-shoulder jumpsuit is priced at $218.

The brand is available via its e-store, which lists the environmental credentials of each garment, on the "RefScale" which tracks water savings, waste savings and carbon dioxide savings. Where dry cleaning is specified it urges customers to use eco-friendly agents.

Judging by the frenzied response to its Instagram post, the London pop-up will cause quite a stir.