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Yael Aflalo

Founder and CEO, Reformation


Yael Aflalo, Founder and CEO of Reformation, is a California native and innovative entrepreneur who is leading the revolution of sustainable fashion through Reformation. Yael began her career as a designer before going on to launch her first clothing line, Ya-Ya, in 1999. During her time at Ya-Ya, Yael took note of the wasteful norms of the fashion industry–overprinting look books, wasting yards of leftover fabric, and the destructive impact of production. It was then that Yael set-out to pave the path for how the fashion industry defines green.

Created in 2009, Reformation is a revolutionary lifestyle brand that proves fast fashion and sustainability can co-exist. Based in Los Angeles, Reformation makes effortlessly cool silhouettes that celebrate the feminine figure. Home to the first sustainable sewing factory in the U.S., Reformation infuses green measures into every aspect of the brand. From recycled and eco fabrics to a heat reflecting roof and clean energy in the factory, to recycled hangers in stores and eco-friendly packaging for at-home shipments, Reformation offers thoughtfully produced clothing at an affordable price.



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