Sustainable Fashion Brand Reformation Opens New Store At Bethesda Row

BETHESDA, MD —Reformation’s new store at Bethesda Row is officially open, marking the sustainable fashion brand’s first location in Maryland and second in the Washington, D.C., area.

The Bethesda Row location incorporates natural and recyclable materials, including sustainable dressing room carpets, vintage furniture, eco-friendly fabrics, hangers made with Forest Stewardship Council-certified wood, and reusable deadstock totes.

The Reformation store, which features six dressing rooms, will also offset 100 percent of its electricity usage with renewable energy.

Reformation’s tech-driven retail features include touchscreens that send clothes directly to a customer’s dressing room without having to physically carry them, additional touchscreens in each dressing room to order new sizes or styles, and customizable lighting — “cool,” “golden,” and “sexy time” — in each room.

Founded in 2009, Reformation is climate neutral certified and its products have been carbon neutral since 2015, with a commitment to become climate positive by 2025.

With the new location at Bethesda Row, Reformation now has 41 stores worldwide. Reformation also has a store in Georgetown.

Customers can recycle their pre-used Reformation goods — shoes, denim, sweaters, activewear, and outerwear — at any Reformation store, including the new Bethesda Row location through its RefRecycling feature.

To participate, customers can drop off their used Reformation pieces and receive credit toward future purchases, including $25 for shoes, $20 for outerwear, $15 for denim, and $10 for both sweaters and activewear.

Reformation's new store at Bethesda Row is located at 4823 Bethesda Avenue. Its hours are Monday through Saturday from 10 a.m. to 7 p.m. and Sunday from 11 a.m. to 6 p.m.