Making waves in LA, Reformation is the new go-to label of fashion’s best and brightest. With minimalist staple pieces and luxe basics, it’s been snapped adorning the likes of Margot Robbie and Emily Ratajowski. But this isn’t your average trend alert. The brand, established in 2009, has a mission. Conscious, persistent fashion made for real people, by real people.
“Being naked is the #1 most sustainable option. We’re #2,” the brand’s website boldly quips. So you might be surprised to hear that Reformation is, by definition and self-professedly, fast fashion.
“The prevailing sustainable platform—‘Buy less, use less’— isn’t a scalable strategy,” explains the label’s founder Yeal Aflalo. “You buy clothes because you really want them. The sustainability part is for us to figure out.” And they have. Reformation chases sustainability across the board, from recycled hangers in their stores to paying their workforce to use public transport instead of cars. Employees shouldn’t expect a sad cupcake on their birthday, with the company instead planting a tree in their name to commemorate the occasion. All whilst releasing new collections weekly.
It almost sounds too good to be true- in a world of “green” and “eco” buzzwords, it can be hard to assess the true extent of a brand’s impact. This is where Reformation put their money where their mouth is.
Their online ‘RefScale’ feature tracks their environmental footprint on every article of clothing, adding up the pounds of carbon dioxide emitted, gallons of water used, and pounds of waste generated. When compared against the average article of clothing, the impact is startling.
Image: Eluxe Magazine
With such extreme scrupulousness, Reformation is definitely a labour of love for Aflalo. However, she remains driven by her frustration at the inaccessibility of many sustainable clothes. “First and foremost, we’re trying to make great clothes that everyone will love, which also happen to be sustainable.” She says, “At the time [Reformation was founded], there weren’t many other brands who were making sustainable clothes that I would actually want to wear, so I created Reformation to fill this void at the intersection of design and sustainability.”
However, the brand is so much more than just ‘cool and green’. Reformation consistently pursues body positivity- a rare find for a Hollywood label of such celeb status. Designs are released in capsule collections, each with different bodies in mind, with a recent a petites collection designed for ladies 5’2 and under, as well as a collection specially designed to fit women with a full C-DD cup. The brand has now gone even further in their push for social change by announcing more inclusive sizing, ranging from US size 0-22.
Image: Culture Map Dallas
Aflalo hopes Reformation will be they first of many labels to adopt progressive social and environmental attitudes. “The industry will have to change given resource constraints and other environmental and social constraints,” she says. “I think the question is more “when” – when will big brand leaders respond proactively, or will they wait until it’s a matter of compliance. We’re really excited about the future of sustainability and the technology that comes along with it.”
Written by: Kate Nightingale
Find Reformation here