Reformation: The American Brand Revolutionizing Eco-Responsible Fast Fashion
Chances are, you’ve come across Reformation’s stunning pieces as you scroll through social media or browse on popular fashion platform Farfetch. With its self-proclaimed title as an “eco-responsible fast fashion” brand, Reformation has been steadily rising to prominence in the American fashion scene over the past decade.
One of the driving forces behind Reformation’s success is its adaptation to the digital era. With over a million followers on Instagram and 13 physical stores spanning across the Atlantic, the brand is set on expanding its concept that seamlessly blends ethical fashion with a rapid turnover of collections. In fact, the design and production cycle at Reformation can take as little as four weeks, thanks to their limited edition pieces and efficient supply chain network.
When it comes to sustainability, Reformation takes it seriously. They prioritize locally sourcing their textiles and opt for water-friendly fibers like linen and Refibra, which is made up of 20% recycled cotton. About 15% of the brand’s catalog is created from fabric surplus, while 5% comes from vintage textiles. Reformation also adheres to strict dyeing criteria, meeting certifications such as the Oeko-Tex® Standard 100 and Bluesign® System.
Similar to the renowned Kering Group, Reformation has come up with its own measurement unit, known as RefScale. This tool allows the brand to assess its environmental impact by considering factors such as carbon dioxide emissions, water consumption, and waste generated. The RefScale score is prominently displayed on each product page, seamlessly integrated into the brand’s storytelling.
Reformation’s commitment to sustainable development and second-hand items is at the core of its brand identity. In fact, they place equal importance on describing their social and environmental responsibility initiatives as they do on showcasing their products. This commitment was sparked by co-founder Yael Aflalo, who was appalled by the textile production process she witnessed in China, leading her to start this brand.
The brand’s dedication to sustainability extends beyond its products. Reformation actively takes steps to limit packaging waste, utilizes paper hangers, and even plants a tree for every employee’s birthday. They also promote collective composting and provide pre-paid labels for customers to recycle their old clothes. In terms of energy consumption, Reformation takes pride in using wind and solar energy in its offices and production site.
Reformation not only focuses on implementing sustainable practices but also educates and advises consumers on how they can contribute to a greener fashion industry. For instance, they recommend freezing your jeans as an eco-friendly alternative to traditional washing methods. The brand’s commitment to sustainability is not just a marketing ploy, but a genuine effort to make a positive impact in the fashion world.
If you’re interested in discovering more initiatives related to the second-hand market, keep an eye out for our upcoming meeting at ULTIMZ Journal. This gathering will shed light on other brands and organizations that are making a difference in sustainable fashion.
Useful links:
– To explore Reformation’s collection and learn more about their sustainability efforts, visit their official website: https://www.thereformation.com/
– To stay updated on the latest trends and news in sustainable fashion, check out ULTIMZ Journal: https://www.ultimzjournal.com/
