Established in 2009, Reformation demonstrates the harmonious coexistence of fashion and sustainability. By fusing chic vintage-inspired designs with eco-conscious practices, Reformation presents exclusive collections rooted in style and sustainability. Achievements include operating the inaugural sustainable factory in Los Angeles, utilizing deadstock and eco-conscious fabrics, measuring and sharing the environmental impact of each product and investing in talented individuals. In recent times, Reformation has also emerged as an innovator in retail by introducing an in-store tech concept that seamlessly brings an immersive online experience to their physical stores.
Reformation began by selling vintage clothing out of a small Los Angeles store in 2009 and quickly expanded into making their own collections with a focus on sustainability.
The brand history is quite interesting. Reformation was founded by former model Yael Aflalo in 2009. She began by retailing vintage clothing in the back of a storefront on La Brea in Los Angeles. Fanned by the discontentment with years of waste accumulated in her warehouse and the desire to create a company that embodies eco-consciousness throughout its operations, she quickly expanded into making her own collections with a focus on sustainability.
In the early years Reformation got a lot of attention for its unique approach to sustainability, rooted in vintage and upcycled fabrics that reduced waste and the need for new materials. They also implemented responsible manufacturing practices and ethical labor standards. In 2013 Aflalo launched the official brand website launches and opened America's first sustainable factory in downtown Los Angeles.
Reformation quickly gained popularity, attracting a dedicated following of fashion-forward individuals who were seeking stylish clothing options that aligned with their sustainability values. In 2015 the fashion brand introduced ‘RefScale’ to track its environmental footprint and calculate how the impact of producing their collections compared with other clothing companies in the United States. Their resale program ‘Ref Recycling’ opens the door for customers to get in on circularity and the brand launched its Sustainability Report.
The company’s estimated 2017 revenue is over $100 million, while also securing a total of $37 million over the course of two rounds of fundraising. There are currently 14 stores with more on the way. Over the years, Reformation expanded its product range and became from dresses, separates, and outerwear to its own denim line Ref Jeans which offers sustainable alternatives to traditional denim. In no time the brand also launched a bridal collection that provides eco-friendly options for weddings and special occasions. By May 2019, the brand began manufacturing shoes using chrome-free leather and jute that reportedly saves an average of 52 per cent CO2 emissions, 70 per cent water, and 65 per cent waste when compared to average shoes. Ref's debut shoe collection includes eleven styles ranging from $128 to $218 in price. Recently the brand debuted its stylish and size-inclusive activewear line.
In a milestone moment Reformation expanded to meet its ambitions fueled by $37 million in two rounds of funding raised from investors including Stripes Group, 14W and Imaginary Ventures. That year the brand brought in $150 million in sales and was acquired by Permira Advisers. In addition to their product offerings Reformation continued to innovate and raise the bar in sustainable fashion. The company opened its sustainable factory in Los Angeles that set a new standard for environmentally friendly production. Reformation also developed technology-driven initiatives to enhance the in-store shopping experience, integrating their online presence with physical retail locations. And very soon the company began opening outlets in Toronto, London and Austin, Texas.
By November, 2020 the company was seriously investing in solutions that remove more greenhouse gasses than it emits, driving climate action throughout the supply chain, and making their roadmap public. That year, the brand collaborated with FibreTrace to help make fully traceable denim from the world's first climate positive cotton farm in Australia.
Reformation's commitment to sustainability has been recognized and celebrated in the industry. The brand has received numerous awards and certifications for their eco-conscious practices and became a certified Climate Neutral company that further solidifies their dedication to reducing their carbon footprint.
Reformation’s mission is to bring sustainable fashion to everyone.
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.
Yael Aflalo (Founder)
Products and Services
Women's dresses, separates, outerwear and complementing accessories and footwear; a sustainable denim line and eco-conscious bridal wear and accessories.
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Yael Aflalo (Founder)
Fashion and Textiles
Retail and Consumer Goods