How Reformation is proving sustainable fashion isn’t just for tree huggers
With brands struggling to balance commercial and reputational goals, Reformation wins both, gaining spontaneous celebrity endorsement
Have you ever come across the claim: “Being naked is the #1 most sustainable option. We’re #2”? This statement has gone viral in the fashion world, demonstrating how a responsible brand can appear effortlessly cool while effectively communicating its commitment to sustainability. After all, being naked is indeed the most sustainable choice—something we can all agree on. However, we still need to cover ourselves, preferably with something stylish. Reformation is doing just that by offering vintage-inspired, sustainable clothing that minimises the environmental impact of our love for fashionable items. In the process, the brand is shedding its own layers, too.
Why Is Reformation So Popular Today?
Founded in Los Angeles in 2009 by fashion entrepreneur Yael Aflalo, Reformation has amassed over 2.3 million followers on Instagram. Aflalo was struck by the environmental toll of the fashion industry during a trip to China, which inspired her to rewrite the rules of the system. Through her efforts, she has sparked a quiet revolution in sustainable fashion.
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In 2020, Aflalo stepped down and handed the reins of the brand to Hali Borenstein, who joined Reformation in 2014. Borenstein was recently recognised on the 2024 TIME100 Next list for her leadership in steering the company toward climate positivity and redefining the future of responsible fashion.
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Her goals align with the brand’s original mission, as she advocates for sustainability and promotes its adoption throughout the industry. Although Reformation lacks a strong designer leader or an empowering female figure to rely on, the brand lets its numbers speak for themselves.
The Rise of Reformation as a Pioneer in the Responsible Fashion Movement
Reformation has committed to sourcing 100 percent of its fabrics from recycled, regenerative, or renewable materials by the end of this year. The company powers its operations entirely with electricity from wind-based suppliers and donates textile scraps whenever possible, all in an effort to achieve a zero-waste goal. On the diversity and inclusion front, Reformation stands out, with more than three-quarters of its management team consisting of women or people from underrepresented backgrounds.
More than half of Reformation’s garments are produced in Los Angeles, where the company is headquartered. Its dyeing processes have earned an A+ rating and are Bluesign certified. Additionally, any leather used in their bags is sourced from Leather Working Group-certified suppliers. The brand’s U.S. retail stores are part of the California Green Business Network, which reinforces its commitment to providing a truly sustainable in-person shopping experience.
Moreover, the company has developed its own system for evaluating the sustainability of its processes, called RefScale. This system tracks the carbon and water footprint of products and assesses their overall environmental impact.
@reformation Here when you need us. @tessyc #jointhereformation #reformationstore #shopping ♬ original sound - reformation
Beyond fashion, Reformation actively supports the community. The company contributed to relief efforts during the recent wildfires in Los Angeles and donated over 300,000 masks to hospitals and shelters during the height of the COVID-19 pandemic.
How Sustainable Brands Can Stay Relevant (and Commercially Thrive)
In an interview with Entrepreneur magazine, Borenstein addressed the common misconception that sustainable operations are more expensive. “It’s not true, especially when it leads to improvements in efficiency and material use. Many brands struggle to alter their supply chains and production methods, but we aim to prove that sustainable fashion can be profitable at scale.”
In the spirit of transparency, Reformation goes beyond just focusing on profit margins. The brand’s quarterly sustainability reports serve as a testament to its strong commitment to tracking progress alongside its customers.
The all-American world of Reformation shines in the realm of sustainable fashion with green credentials, positioning itself as a leader in the industry. With its distinctive approach to sustainability, timeless aesthetics, and understated brand identity, it’s easy to see why Reformation has developed such a loyal following.
Fans of “Ref” (short for Reformation) share the brand’s core values: bringing sustainable fashion to the wardrobes of conscious consumers worldwide. The brand promises to “work hard to innovate every corner of your closet,” offering a variety of options to extend the life of their garments and accessories “because stuff this cute shouldn’t go to waste” (in their own words).
With a mission to shape the future of everything in customers’ closets, Reformation provides care and repair tips, as well as resale and recycling options, offering a guilt-free way to buy, wear, and give garments new life in someone else’s wardrobe.
Combining Efficiency with Ethical Purpose and a Fully Transparent Strategy
Reformation’s tagline about going “naked” is more than just a playful slogan; it perfectly reflects the brand’s ethos. The brand recognises the environmental impact of clothing production and is actively committed to minimising its ecological footprint.
The brand has all its ducks in a row: it prioritises eco-friendly fabrics such as Tencel (a champion of sustainability), organic and recycled cotton, recycled cashmere, regenerative wool, and scraps from repurposed vintage clothing.
The company carefully assesses its environmental impact, taking into account factors such as water usage, energy consumption, and carbon emissions. Currently, half of its garments are manufactured in their sustainable factory in Los Angeles, while they also partner with other like-minded factories that share the same standards. Their initiatives include waste reduction and carbon offsetting through projects like reforestation, renewable energy development, and methane capture, all coupled with radical transparency about goals and results.
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Beyond the visible numbers and the way they transparently share their environmental impact data, Reformation excels in the market for another reason: it is one of the few brands that can take a garment from concept to retail store or e-commerce within about eight weeks.
These factors contribute to why, among the many slow fashion brands rising and shining, Reformation stands out from a commercial perspective. They have proven that sustainable fashion can be both viable and successful.
What is Reformation’s Aesthetic, Truly?
Effortless, classic style with a relaxed sophistication, flattering silhouettes, and feminine details, often with a vintage twist. Reformation’s aesthetic blends modern sensibilities with nostalgia, offering timeless pieces that can be worn season after season. Their designs are easy to wear, versatile, and suitable for a variety of occasions.
Rather than chasing fleeting trends, the brand focuses on creating enduring garments that become wardrobe staples, intentionally designed to reduce the environmental impact of fast fashion.
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Reformation’s influence extends beyond its own collections; the brand’s commitment to sustainability serves as an inspiration for others in the fashion industry, encouraging more brands to adopt responsible practices. It’s no surprise Reformation has built a loyal following—a community drawn to the brand’s compelling combination of sustainability, style, and inclusivity. This winning formula resonates deeply with younger generations, who are increasingly disillusioned with the harmful and polluting nature of fast fashion.
This Is the Celebrity-Favourite Sustainable Fashion Brand
Celebrities such as Kendall Jenner, Sienna Miller, Kaia Gerber, Emily Ratajkowski, Taylor Swift, Gigi Hadid, and Hailey Bieber are frequently spotted wearing Reformation. Taylor Swift and Emma Roberts have been seen sporting the Sora Linen Dress, a key piece that embodies the cottage-core trend with a country-inspired twist. Katie Holmes and Gigi Hadid are both fans of Reformation’s printed chunky loafers, while Grazia magazine highlights the brand’s significant role in Jennifer Lopez’s honeymoon wardrobe. Jessica Alba and Blake Lively are fond of the laid-back, feminine appeal of the Joyce Linen Dress and the Maegan Linen Dress.
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Among the brand’s most beloved pieces are the Asher Coat, crafted from MWool, which consists of 70% post-consumer recycled wool. This material uses fewer chemicals and less water during processing compared to conventional wool. Another standout is the Mayve Knit Dress, designed to flatter various body types and made from a blend of jersey stretch fabric, organic cotton, and Spandex. The Nylah Nappa Knee Boots are also a celebrity favourite.
One of Reformation’s greatest successes is the passionate advocacy of its customers, who amplify the brand’s cool factor by proudly sharing their love for it with friends and followers, often styling their garments with confidence and pride.
Gaia Giordani
Editor, Generative AI Explorer and New Media Communication Expert