Sustainable fashion brand Reformation has added a second store in New Jersey.

Located at Palmer Square in Princeton, the Los Angeles-based chain’s 1,919-square-foot space officially opened July 14.

Founded in 2009, Reformation has grown from a vintage clothing boutique into one of the largest sustainable womenswear brands in the world. The chain’s weekly rotating assortment of curated apparel and accessories includes dresses, separates, denim, sweaters, shoes and bags.

Its eco-friendly business model centers on using lower-impact materials, such as recycled, regenerative and sustainably sourced fabrics, and reducing water and energy consumption in production. Reformation also works to measure the environmental footprint of its products through metrics like carbon emissions, water use and waste.

Along with serving more than 150 countries globally via its e-commerce platform, Reformation has 72 brick-and-mortar locations across the U.S., U.K., Canada and France.

Within New Jersey, Reformation made its in-state debut last fall at the Mall at Short Hills in Short Hills.

Tech-savvy styling

Following its initial public offering filing last month, Reformation said it expects to more than double its store base over the next five years, CoStar recently reported.

Like the majority of Reformation’s stores, the Princeton location features the company’s Retail X model.

Unlike a traditional clothing store where shoppers pull items directly from racks, the technology-enabled showroom allows customers to browse sample garments, digitally select the styles and sizes they want to try on, and have store associates bring those items directly to fitting rooms.

In addition to offsetting 100% of the Princeton store’s electricity usage with renewable energy, the space features vintage furnishings, Forest Stewardship Council (FSC)-certified wood hangers and reusable deadstock totes. Customers can also recycle their well-loved Reformation pieces through RefRecycling and receive store credit toward future purchases.

Following the grand opening, Reformation in Princeton is open:

• Monday through Wednesday, 10 a.m. to 6 p.m.
• Thursday through Friday, 10 a.m. to 8:30 p.m.
• Saturday, 10 a.m. to 6 p.m.
• Sunday, noon to 5 p.m.