by Yangyang Lin
Reformation is a fast-fashion clothing brand first established in 2009 by Yael Aflalo, a former model whose parents owned a clothing store in downtown Los Angeles. Reformation now operates twenty stores globally, that is headquartered in Los Angeles, with an office in Culver City and a factory in Downtown. The company’s message has remained consistent: the brand still uses the slogan “Being naked is the #1 most sustainable option, We’re #2”. All of Reformation’s pieces are made from sustainable materials.
A lot of fast-fashion brands continue to manufacture clothes disregarding the waste they can possibly create, this Los Angeles based fast-fashion clothing brand has managed to reinvent the definition of sustainable fashion. The brand has attracted huge celebrities and influencers to become loyal followers including Taylor Swift, Kendall Jenner, and Rihanna.
The target audience of the brand are young contemporary females, looking for chic, sexy outfits that are environmentally ethical. All clothing pieces have their own RefScale on the description page, clearly stating the pounds of carbon dioxide emitted, gallons of water they use and pounds of waste they generate from each piece. The brand also started a project called thredUP, in which consumers can earn credit by sending them old, used garments to be recycled. Furthermore, Reformation has published its quarterly sustainability reports and information about the fashion industry’s environmental impact on the homepage, as well as their factories and photos of worker representatives, their recycling process and instructions on how customers can prolong the life span of clothes.
In February 2019, Reformation launched its “Carbon Is Cancelled” campaign which uses credits to encourage customers to show they have reduced their carbon footprints. The company is also promoting industrywide sustainability by collaborating with Rent the Runway, Patagonia and more. Reformation is doing well in general because of their long-term effort to show their transparency and build trust with their customers, precious insights into target consumer needs and the successful usage of e-commerce. The brand overall has done a great job connecting with customers by being transparent and making the commitment toward a more sustainable business. Reformation is a responsible brand.