When you walk into sustainable fashion brand Reformation’s new store in the Mission district of San Francisco, you might be surprised to notice there is no cash register, and just one size of each clothing item is on display. There are also screens — lots of screens, inviting you to touch them.

Reformation has five stores across the country, but this newly opened location is the first to go high tech. CEO Yael Aflalo had been working for a couple of years on a way to ”disrupt” the retail experience, Bree Richmond, Reformation’s Vice President of Retail, told NBC News.

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