Every week we feature a sustainable brand on our blog. This week's featured brand is Reformation.
Did you know that your organic cotton t-shirt takes more than 20% more land to produce than a conventionally produced t-shirt? It's not easy trying to be a conscious fashion consumer but Reformation, launched in 2009 by Yael Aflalo, is one brand that is trying to make it easier for you.
Their e-commerce site provides the environmental impact of each item, showing you how many gallons of water you've saved and the reduced CO2 emissions from your purchase based on comparable items. Of course the best way to really save the environment is to shop your closet or buy vintage only but since we all like (and in some cases need) to buy new things every so often, this is the next best thing. Baby Steps...
In addition to pushing the envelope in the fashion industry with regard to sustainability, Reformation has basics that can be styled in multiple ways. Even though cool girls like Taylor Swift and Rihanna love the brand, it doesn't mean the clothes are so trendy that they can't be worn season after season.
But just because the clothes aren't too trendy doesn't mean the brand doesn't have a personality. Just check out the 'I'm up here collection' made for those with 'big boob problems', 'don't call me cute collection' made for those 5'4" and under or, and my personal favorite, the 'low carb collection' that consists of items made with as little carbon dioxide as possible. Love IT.
So what makes Reformation have a better sustainability scorecard than most?
The best way to go green in fashion to is to buy vintage and Reformation does just that for some of their styles. They purchase vintage clothing, take it apart at the seams and then cut and sew into the desired styles.
What is deadstock you ask? It's the leftover or over ordered fabric that if not purchased by brands like Reformation, is headed for the landfill. Great way to turn trash into something fabulous.
Tencel is a semi-synthetic fiber that is very similar to cotton. I used to think that natural fibers were always better than synthetic fibers but when you factor in the amount of water, pesticides etc. that goes into growing cotton, you come to the realization that some synthetic fibers may be better.
It would be nice if we could source all materials used in the fashion industry in the USA but unfortunately, that is not possible. For example, some of the techniques needed to weave fine fabrics just don't exist domestically. However, Reformation is committed to using domestic suppliers whenever they're available even if it means paying higher prices.
Do you find it easier to throw old clothing in the trash rather than take it to a donation center? But did you know that we could save 210 billion gallons of water if every American donated just one t-shirt year?
When you purchase an item online from Reformation, they send a pre-paid label for you to ship back items to donate and they'll do the rest for you. Isn't that better and just as easy as throwing that old t-shirt into the trash?
You can purchase Reformation clothing on their website or in their stores in Los Angeles and New York.