Reformation

Summary

Reformation is a leading sustainable fashion brand founded in 2009, known for its stylish, eco-conscious clothing. Headquartered in Los Angeles, the brand integrates sustainable practices throughout its operations, using eco-friendly fabrics, renewable energy, and water-saving techniques. Reformation places a strong emphasis on transparency, publishing detailed sustainability reports and tracking its environmental impact through its RefScale tool. With a focus on reducing waste, the brand also offers a circular initiative for resale and recycling.

History

Reformation was founded in 2009 by Yael Aflalo, a former model and fashion designer, with the vision of creating a brand that combined high-fashion aesthetics with a strong commitment to sustainability. Originally operating out of a small store in Los Angeles, the brand began by repurposing vintage clothing into trendy, contemporary styles. This early approach reflected its focus on reducing waste, a principle that would become central to its identity. Recognising the potential to expand, Reformation soon transitioned into creating its own line of garments, made with environmentally friendly practices and materials.

By 2012, Reformation had grown significantly, opening its first official factory in downtown Los Angeles. This allowed the brand to oversee every aspect of production, ensuring that its commitment to sustainability and ethical labour practices was maintained. The brand’s unique model—focused on transparency and eco-friendly innovation—quickly gained attention. In 2015, Reformation launched its signature RefScale tool, which quantifies the environmental impact of each garment, including water, waste, and carbon dioxide savings, empowering customers to make informed choices about their purchases.

As Reformation’s popularity surged, it introduced innovative materials to its collections, such as TENCEL™ Lyocell, recycled fabrics, and organic cotton. The brand also adopted renewable energy sources in its facilities and embraced carbon-offset initiatives to minimise its environmental footprint. Reformation’s efforts earned it recognition as a pioneer in sustainable fashion, appealing to eco-conscious millennials and Gen Z consumers. In the late 2010s, it expanded its product line to include plus sizes and bridal collections, further diversifying its offerings while staying true to its sustainable ethos.

Reformation’s retail strategy also evolved during this time. The brand established brick-and-mortar stores in key cities, designed to reflect its eco-friendly mission. These stores featured sustainable materials, energy-efficient lighting, and initiatives like clothing recycling programs. Meanwhile, its online platform leveraged technology to showcase the environmental benefits of its garments, making sustainability an integral part of the shopping experience. The brand’s commitment to inclusivity, transparency, and sustainability resonated with a global audience, leading to international expansion.

Today, Reformation stands as a leader in sustainable fashion, demonstrating that style and environmental responsibility can go hand in hand. It continues to innovate with new initiatives, such as circular fashion programs and partnerships with other eco-conscious brands. By staying at the forefront of sustainable practices, Reformation has inspired a shift in the fashion industry, encouraging both consumers and competitors to embrace more ethical and environmentally friendly approaches to design and production.

Vision

Reformation envisions a future where fashion is a force for good, combining style, sustainability, and inclusivity to create a positive impact on the planet. The brand’s vision revolves around transforming the fashion industry into one that prioritises environmental responsibility and ethical practices without compromising on design or quality.

Reformation aspires to lead the shift toward a circular economy, where waste is minimised, resources are reused, and garments are designed with longevity in mind. By fostering transparency in its operations, the brand seeks to empower consumers to make informed, eco-conscious choices and become active participants in building a sustainable future.

At the heart of Reformation’s vision is the belief that sustainability should be accessible and desirable to all. The brand is committed to redefining what it means to be fashionable by setting new standards in environmental stewardship and social responsibility. Through the use of innovative materials, renewable energy, and water-efficient production techniques, Reformation aims to significantly reduce its carbon footprint while inspiring others in the industry to follow suit.

Per WWD: ‘In 2020, Reformation pledged to be “Climate Positive by 2025,” and now equally ambitiously, it hopes to be “Circular by 2030.” Last month, Reformation launched handbags made to be recycled as evidence of its commitment. “Sustainability has been so integral to our DNA from the beginning,” Kathleen Talbot, chief sustainability officer and vice president of operations at Reformation, told WWD ahead of the report’s release. As a certified Climate Neutral company, each year Reformation measures its carbon emissions and offsets 100 percent of its footprint. The measurements incorporate its “RefScale,” a methodology developed by the brand in 2015 and verified by Sustainable Business Consulting.

Mission Statement

Reformation’s mission is to create stylish, high-quality clothing that minimises environmental impact and promotes ethical practices in the fashion industry. The brand is dedicated to designing garments that not only look good but also do good, using sustainable materials, eco-friendly production, and renewable energy to reduce its carbon footprint. By integrating transparency into its operations, Reformation empowers customers to make informed choices about their purchases, demonstrating that sustainability can be seamlessly woven into everyday fashion. The company also strives to set a new standard for accountability, publishing detailed reports and embracing innovative tools like RefScale to measure its impact.

Central to Reformation’s mission is the belief that fashion should be inclusive, accessible, and forward-thinking. The company works to ensure that its practices benefit both people and the planet, from ensuring fair wages for workers to designing clothing with longevity and circularity in mind. Reformation aims to inspire a broader cultural shift toward sustainable living by proving that eco-conscious choices can be both stylish and impactful. Through its ongoing efforts, the brand seeks to drive meaningful change in the fashion industry and beyond, creating a world where sustainability is not just a choice but a standard.

Products and Services

Reformation offers a wide range of products  designed to combine modern style with sustainability. Its core offerings include womenswear such as dresses, blouses, pants, skirts, and outerwear, all crafted using eco-friendly materials like TENCEL™ Lyocell, organic cotton, recycled fabrics, and deadstock textiles. The collections are tailored to suit diverse occasions, from casual wear to formal events, ensuring that sustainability is incorporated into every aspect of a customer’s wardrobe. Reformation also provides bridal and bridesmaid collections, featuring timeless designs that are both elegant and environmentally responsible.

In addition to its clothing line, Reformation has expanded its offerings to include eco-friendly shoes, fashion accessories, and swimwear, all created with the same commitment to sustainability. The brand also provides circular services, such as recycling programs and resale initiatives, allowing customers to extend the lifecycle of their garments. Each product is accompanied by its RefScale impact data, showcasing the water, carbon, and waste savings achieved during its production. With brick-and-mortar stores and an engaging online platform, Reformation combines convenience with an immersive shopping experience that prioritises transparency and eco-consciousness. Through its innovative products and services, Reformation continues to set a benchmark for sustainable fashion.

Awards and Recognition

Reformation has earned recognition as a pioneer in the sustainable fashion industry, earning accolades for its innovative approach to combining style with environmental responsibility. The brand has been featured in Vogue, Elle, and Forbes, highlighting its leadership in reshaping the fashion landscape. Reformation’s commitment to transparency and eco-friendly practices has been celebrated with sustainability awards and certifications, including Climate Neutral Certification and membership in organisations like the Sustainable Apparel Coalition. Its RefScale tool, which quantifies the environmental savings of each product, has been praised as a groundbreaking step toward educating consumers about their fashion choices.

In addition to industry recognition, Reformation has built a loyal following among eco-conscious celebrities and influencers, further cementing its status as a trendsetter in sustainable fashion. Stars like Taylor Swift, Zendaya, and Meghan Markle have been spotted wearing Reformation designs, amplifying the brand’s message of stylish sustainability. Its innovative retail experiences, such as stores powered by renewable energy and equipped with eco-friendly materials, have also received acclaim for setting new standards in green retailing. Reformation’s ability to balance fashion-forward designs with meaningful impact has solidified its reputation as a leader and influencer in the global push for a more sustainable future.

References

1. Official website The Reformation
2. Why Reformation Is The It-Girl Go-To For Weekend Casual Vogue
3. Reformation Launches a Collection of Eco-Friendly Footwear Elle
4. Facebook page of The Reformation Facebook
5. Reformation Pledges to Be Circular by 2030, Lays Out ‘Net Positive’ Clothing Plan WWD
6. Instagram page of The Reformation Instagram
7. Sustainable Fashion Brand Reformation Is Evoking Change Elle
8. Reformation’s IPO Push Bets on Going Green in $200 Eucalyptus Pants BoF
9. Pintrest page of The Reformation Pintrest
10. How Cult-Favorite Brand Reformation Became the Go-To for Effortlessly Chic, Untraditional Brides W
11. Can Reformation Make Fast Fashion Sustainable? BoF
12. Fashion is chasing carbon neutrality. Carbon positive is better Vogue Business
13. Youtube channel of The Reformation Youtube
14. Join the Reformation carbon-cutting revolution Draper
15. Reformation Launches Jewellery Line Designed by Clare Waight Keller BoF
16. Carbon neutral ambitions The Reformation
17. A Shopping Editor’s Honest Review of Reformation’s Bestselling Jeans Elle
18. Sustainability ethos of The Reformation The Reformation
19. Reformation Launches First Jewelry With Clare Waight Keller Collaboration WWD
20. How Carbon-Neutral Reformation Is Reforming The Notoriously Wasteful Fashion Industry Forbes