Marie Claire UK - 11.2019

WOLF & GYPSY

VINTAGE

Based in Brighton, this

beautiful vintage shop

has an amazing choice

of handpicked clothing

and accessories from

around the world, as

well as new collections

from cool contemporary

designers.n

49

Your label is ten years old. How does it feel?

It feels great. When I started the business, I wanted to

create a brand that would become a lifestyle.

Reformation is about changing the world’s view on

the fashion industry, educating consumers about the

powerful effect we can all have on the environment,

and using our label to inform the industry that it can

be done in a sustainable way.

Tell us how it all began.

I really began to dislike a lot of the harmful fashion

industry practices that I had become a part of. On a

trip to China, I saw first-hand the devastating amount

of pollution from manufacturing. I remember passing

by these polluted waterways along

the side of the road where local

people were farming rice. I felt an

overwhelming sense of accountability.

What was the key issue you

wanted to address?

The fashion industry is extremely

polluting – there is so much waste.

To address this, I wanted to create

limited collections based on demand

and bring product to market as fast

as possible.

How did the move from upcycled

vintage to producing your own

clothing come about?

In the beginning, we used recycled

vintage fabrics, but when the

business started to grow it was

impossible to keep up with demand.

So we started using deadstock

fabrics from mills, or fabrics from designers who

over-bought. Today, we mainly work with

sustainable fabrics like Tencel, linen, traceable

viscose and recycled polys and nylons.

Which pieces have been your all-time

greatest hits?

Dresses are definitely our most popular

category. The Lacey dress is a great

example of the versatility of our clothes

• it can be worn day-to-night and is
  effortlessly beautiful. We want to
  make timeless pieces that you’ll have
  in your wardrobe forever.
  What makes your dresses
  different?
  I think it’s the way we approach our
  design process, by focusing on body
  types rather than age demographics.
  We understand what women really
  want to wear, and since day one, our
  customers seem to agree.

VINTAGE

WATC H

The thought of an item of

clothing having more than one

life makes the heart feel good.

It also provides a sustainable

alternative to fast fashion.

So what are you waiting for?

HUMAN SEA

VINTAGE

A curated edit

of vintage pieces,

each carefully

chosen to

showcase some

of the best

pre-loved

fashion

out there.

RETOLD

VINTAGE

This tasteful

selection of

vintage finds,

handpicked by

founder Clare

Lewis, is helping

the fashion

industry work

towards a

more sustainable

future.

‘Lacey’ dress,

£255,

Reformation

THE

STORES

TO

VISIT

Kendall
Jenner
(far right)
and Jessica
Alba
(right) in
Reformation

Fashion first