Reformation

Reformation is a sustainable fashion brand renowned for its eco-conscious approach to clothing and accessories. Established in 2009 in Los Angeles, California, the brand was founded by Yael Aflalo, who aimed to create a company prioritising environmental responsibility in the fashion industry. Reformation focuses on producing stylish garments that minimise environmental impact through sustainable sourcing, innovative manufacturing techniques, and transparency in operations.

The brand’s product range includes women’s clothing such as dresses, tops, jeans, outerwear, and activewear, as well as shoes and accessories. Reformation’s commitment to sustainability is evident in its use of eco-friendly materials like organic cotton, Tencel, recycled fabrics, and deadstock textiles. Additionally, the brand invests in green energy, water-saving practices, and waste-reduction measures to reduce its carbon footprint.

Reformation maintains a transparent supply chain, sharing detailed information about its factories, materials, and sustainability efforts on its website. The brand calculates the environmental cost of each product, including carbon emissions and water usage, and provides this data to customers under its "RefScale" system. It offsets its environmental impact by funding renewable energy projects and contributing to initiatives that support cleaner production methods.

The company’s direct-to-consumer model operates primarily through its website and a limited number of physical stores located in key markets. It also engages customers through its resale platform, encouraging the circular economy by facilitating the buying and selling of pre-loved Reformation items.

Reformation is certified as a climate-neutral company and aligns with global sustainability goals by promoting ethical practices, fair labour conditions, and environmental stewardship. The brand appeals to a younger, eco-conscious audience seeking fashion that balances style with responsibility. As a leader in sustainable fashion, Reformation continues to inspire industry-wide change, advocating for a future where sustainability and fashion coexist seamlessly.

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 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.

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.

Fashion brand Reformation's vision is to be a leader in sustainable fashion by providing stylish clothing that empowers women to make environmentally conscious choices without compromising on style. The company is rooted in three pillars: sustainability, innovation and transparency. Today sustainability is an integral part of the brand identity through the usage of vintage and upcycled fabrics, reducing waste and implementing responsible manufacturing practices. Their focus on sustainability extends beyond materials to include ethical labor standards and the reduction of their carbon footprint.

In terms of innovation, Reformation offers eco-friendly alternatives to traditional denim and bridal wear. They actively invest in solutions that remove more greenhouse gases than they emit, drive climate action throughout the supply chain and collaborate with partners like FibreTrace to create fully traceable denim. Transparency is another crucial aspect of Reformation's vision. They introduced the "RefScale" to track their environmental footprint and compare it to other clothing companies. The brand also launched its Sustainability Report to provide detailed information about their sustainability practices and progress.

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.

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.