REFORMATION

In 2009, the brand Reformation was founded by former model Yael Aflalo and since then the brand has been on the track of success and established in the fashion industry for its sustainable approach and green footprints. Just under 10 years, in 2017 Reformation had already reached an outstanding revenue of close to $100 million. With its brand tag worn on famous celebrities such as Kaia Gerber, Karlie Kloss, Taylor Swift, Kylie Jenner and a large number of social media influencers, the brand has got a clear road of success for themselves. “ I think about what I want out of life or business and try not to worry about how difficult things are to achieve ”

Reformation

The Los Angeles based company is where every part of the design cycle takes place in their Green business certified infrastruture. From the start to end of everything, they aim to do it the most sustainable and best way by also being 100% carbon neutral.

Each garment is designed and produced within a month to ensure that the pieces are trendy and and loved by their consumers. But this does not mean that the brand takes the easy way out just to serve the current trend like fast fashion, as each garment produced in their HQ are made from either repurposed vintage clothing, old fabric deadstock or either new sustainable materials sourced ethically and locally.

To keep up with their sustainable goal, Reformation publishes a yearly sustainability report for the public to view. As they believe that profits are not the only think a company should be responsible for, but it is the company’s footprints that is most important. To do this, they have a RefScale which tracks the company’s environmental footprints from start to finish of the life cycle of each garment. All of this data Is published on their site next to each product. With the purpose to educate every one of their customers the impact each garment has had on the environment which is to influence their customers to make better and more responsible purchasing decisions. This is to also keep their company transparent.

“The hidden and forgot- ten dwell in the shadows of our clothes.” –Carry Somers (co-founder of Fashion Revolution)

But that is not only what this sustainable brand does, they invest in offsets in exchange for their carbon emissions, water and waste productions (75% of their waste are recycled) and gas & electricity uses. Reformations have partners with multiple organisations as well as multiple achievements

to replace these downsides. The Brazilian Rosewood Amazon Conservation Project and Bonneville Environmental Foundation (BEF) Water Restoration Program has been a part of some of its huge successes including protecting over 1,000 acres of the Amazon Rainforest from deforestation in early 2018 and restoring 27 million gallons of freshwater to the drought areas in California just to name a few! The company also takes account on the social justice of their employees. Each member including those in the manufacturing department received health benefits and the company is working towards metro passes to promote public transport!

In the upcoming years, Reformation’s future is planned to continue its great sustainable reputation and green footprints but to be better and better each time to accomplish one of their goals of zero waste. The company plans on opening 8-12 new retail stores each year as well as expanding

the brand internationally.