Online Store of the Week: We’re checking out the online hub of The Reformation (and giving you a sweet discount too!)

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Each week, Sarah Nicole Prickett will narrow down the World Wide Web to one e-shop she loves riiiight now, and if you’re lucky, you’ll get a little discount off the store’s merch too! First up, she’s appraising the online hub of New York/Los Angeles–based The Reformation.

The low down: On Manhattan’s Lower East Side, next to the bar where you can get $4 frozen margaritas, lies one of my new favourite shopping haunts. The clothes are remade from vintage and deadstock and they’re everything you want—but will never have time—to do to your own old rags. The floor is decorated like a cross between your Southwestern psychic aunt’s ranch and your future, emotionally stable self’s dream loft. The shopgirls always know what to compliment you on and there’s never any hassle. And if you can’t hang IRL, it’s hakuna matata, because all these chillaxatory vibes can be felt in The Reformation‘s straightforward online shop, where you can find a healthy selection of the company’s wears.

The goods: The site’s clothing picks aren’t seasonal, but rather, added piece by piece as they’re made. I recommend checking often, because when they say something (like this ‘90s-Drew-Barrymore frock, $160) is “one of a kind,” they mean it: there is just one, and if you don’t buy it, some other hippie-princess will. In-house designers collaborate with fashion favourites like Lindsey Thornburg and artists like the graffiti whiz Ashkahn, and there’s scads of inexpensive metal jewellery from Erin Wasson’s Low Luv and Bing Bang. The Reformation also has its own eco-apothecary, Naked, which is great for people who will pay $28 for hand soap just to feel clean of conscience too.

The shipping: Shipping is free in the U.S., but if you’re in Canada, budget for duties. Also, allow about seven business days for the package to clear. Returns and exchanges (on non-sale items) are gratis; they’re also happily unlikely, given that most of their garments are cut with breezy inexactness. Any questions? I can vouch for the speed of their “concierge,” who responded to my query in mere hours and cc’d a store manager so she could manually email me all the photos of the Catarina skirt ($225) they have in-store. If only my spending habits were as easily reformed as the clothes.

The deal: Shop The Reformation’s online store until April 19, 2012 using the code REF10 at checkout, and receive 10% off!

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