Cool girl go-to label Reformation is known for its ultra-easywear silhouettes and, perhaps more importantly, its eco-friendly approach to fashion. So it comes as no surprise that the California-based brand is taking a stand to help the planet on Earth Day 2018.
In a statement released on the brand’s website, the brand explained how it plans to help reduce the number of clothing items that end up landfills every year by promoting the re-using and reselling of its pieces.
“The current fashion system operates on a take-make-dispose process — about 90 per cent of clothing is thrown away long before the end of its useful life. That’s pretty upsetting. Circularity eliminates the concept of waste and reuses + recycles materials back into the fashion system,” it wrote followed by a pledge to recycle 75,000 pieces of clothing this year.
To achieve their goal, the brand has teamed up with Depop to help facilitate the sale of “gently loved” Reformation pieces, and has also established recycling drop off points in its stores. As an added incentive, when customers bring in three piece of clothing for recycling, they’ll receive a 15 per cent discount that can be used at all Reformation stores.
This is the second year the brand has run this initiative, although as Fashionista notes, its target has been significantly increased this year after successfully achieving its “goal of 15,000 pieces last year.”
And speaking of eco-friendly fashion, discover six brands that are as kind to the environment as they are cool to wear.