bham now 6ac7cd3f1b5cc Alabama's first Reformation now open at The Summit — Birmingham’s newest sustainable clothing option is now open at The Summit. (Grace Howard / Bham Now)

A new name has joined The Summit’s growing lineup of fashion-forward stores, and this one comes with some pretty cool tech.

Reformation officially opened its first Alabama store Tuesday, Oct. 8, giving Birmingham shoppers a new place to browse the brand’s trendy dresses, denim, tops and more in person. The store is located between Free People and Madewell, right in the middle of The Summit’s fashion lineup.

Reformation’s sustainable + innovative approach

One of the first things you’ll notice is that Reformation is putting technology to work throughout the shopping experience.

A large digital wall (think giant iPad) lets shoppers browse the store’s selection and add pieces to a dressing room as they shop.

Then, once you’re in the dressing room, you can use a small screen to request different items. When you see something you want to try, you can just tap the screen, and an associate can bring it straight to your room.

IMG 7341 scaled Alabama's first Reformation now open at The Summit

IMG 7343 edited Alabama's first Reformation now open at The Summit

The store also brings Reformation’s focus on sustainability to Birmingham.

“We’re super excited to have Ref in Birmingham! It’s really exciting to have a sustainable option at The Summit as well. The store looks beautiful, and we’re so excited to welcome new shoppers.”
Natalie, Store Supervisor, Reformation

Reformation’s stated mission is to become climate neutral, and the brand puts a lot of its sustainability information front and center online. According to Natalie, shoppers can use Reformation’s sustainability calculator online to see the estimated carbon emissions associated with individual items, along with information about materials and where they come from.

Here’s how to visit Reformation at The Summit: