“Being Naked is the #1 most sustainable option. We’re #2.” That is the sustainability slogan of the dress and clothing company Reformation. Sustainability has been a cornerstone of the company since its creation in 2009. What initially started as a vintage store in Los Angeles eventually evolved to creating their own line of clothing. The line of clothing is steeped in sustainability, with the company holding itself to four core sustainability practices. These four practices are labeled as “made smarter, made better, made for good, and sustainability.”
Reformation’s “made smarter” initiative means that the company holds itself to sustainable fiber and material standards. The fabric that a clothing item is made out of determines 66% of the environmental impact of the garment. That is why, as a company, Reformation is focused on using 100% recycled, regenerative, or renewable materials. The “made better” initiative focuses on producing small, high quality, batches of garments to avoid clothing waste. They also focus on using scientific data to determine how much of an item they should produce to avoid clothing waste. The “made for good” initiative means that 100% of Reformations garments are recyclable. The clothing industry is the second most polluting industry in the world, so by promoting a closed loop production strategy Reformation is avoiding creating unnecessary waste. The last sustainable practice Reformation prides itself in is transparency. This means that the company comes out with a sustainability report quarterly to update customers on how they are adhering to their sustainability standards. On top of the sustainability report, Reformation also utilizes something called the RefScale. This scale tracks the water and carbon footprint of the company.
A large aspect of Reformation’s marketing and advertising is based on promoting its sustainability practices. This is evident in their 2019 campaign “Carbon is Cancelled” where they partnered with sustainable power company Arcadia. Customers could switch their electricity bill to sustainable wind energy on Reformation.com and in return, they were gifted a $100 gift card. This campaign was promoted on their social media which was incredibly effective as the majority of their target customers are young women who are active on social media platforms such as Instagram. Reformation is committed to holding itself to rigorous environmental standards. This is clear through its goal to be completely circular in their production by the year 2030. In order to do this they are adhering to the Ellen MacArthur Foundation’s three guiding principles for a circular economy. These include eliminating waste and pollution, circulating products and materials, and regenerating nature. As a company, Reformation aims to make clothing that is 100% recyclable and made from non-virgin materials. This means that the clothing has a smaller environmental impact at the start of its creation and at the end of its lifecycle.
Reformation’s support of sustainable fashion aligns with its brand identity perfectly. Sustainability is woven into the very threads of Reformation’s identity and it has helped the brand stand out on social media platforms by attracting young consumers who are conscious about the environment. What started as a vintage clothing store where customers could alter old clothing to make new items is now one of the leading companies in creating sustainable clothing that can be for decades to come.
Mia Mickelsen 