Reformation has landed

Get to know the iconic L.A. brand with a mission to bring sustainable fashion to everyone.

Reformation dress

Founded in 2009, Reformation’s journey has been committed to sustainability since the beginning. Having opened America’s first sustainable factory in downtown Los Angeles in 2013, their evolution has not only changed our collective idea of just how chic sustainable fashion can be but set a standard for an industry that has been crying out for change. Crafted from low-impact materials, deadstock fabrics and repurposed vintage, their highly coveted cuts that celebrate the feminine figure have become a uniform for women of style around the world.

“Being naked is the #1 most sustainable option.Reformation is #2.”

Committed to more sustainable practices, David Jones’ Sustainable Product Specialist Teslin Doud credits Reformation’s understanding that there’s always more to be done as the force that’s driven the brand forward. From educating their customers on the environmental footprint involved in the manufacturing of their products to creating the easy to wear dresses (and cult denim) we can’t get enough of, we sat down with Reformation to get to know more about the latest label to join our Mindfully Made lineup.

Reformation dress

As a leader in sustainable fashion, what’s something Reformation is focused on working towards?
Since 2009, our mission has been to bring sustainable fashion to everyone, while educating consumers about the powerful effect we can all have on the environment, and using our brand to inform the industry that making fashion can be done more sustainably. We’ve been carbon, waste and water neutral since 2015, but we realize that it isn’t good enough. In December 2020, we announced that we’ll be climate positive by 2025. Most carbon-neutral strategies are over-reliant on offsetting. With this commitment, we’re going further to actively reduce our greenhouse gas emissions and invest in solutions that have a net positive impact.

By setting a 2025 target, we’ll be one of the first brands to achieve climate positivity, and hope to inspire others to join us in this critical move. We will make our climate positive roadmap publicly available this year and continue to report on our progress in our quarterly Sustainability Reports too.

“As a cult brand, Reformation has a unique position to bring the sustainable fashion conversation to a new audience – since their inception, they have continually challenged the status quo for what more mindfully made fashion looks like.”

Teslin Doud, David Jones’ Sustainable Product Specialist on what makes her excited about Reformation

With so many milestones, what is the brand most proud of?
Since we launched 12 years ago, one of our proudest achievements has been made within supply chain traceability. It hasn’t been easy, but we’re making great progress towards our end goal of complete traceability down to the farm and forest levels. Traceability is essential to setting and maintaining rigorous fibre and production standards, and to designing for circularity.

In March 2021, we launched a denim collection with innovative fibre traceability technology. The technology, created by FibreTrace, embeds scannable, luminescent pigments into the fabric. What this means is that you’ll be able to scan a tag on your new jeans to view the denim’s entire lifecycle from fibre to production to finished garment, to when they finally end up on your legs. Farm to butt if you will.

What does your commitment to reaching climate positivity by 2025 look like?
Efforts like continuing to reduce emissions, investing in insetting technologies within our supply chain, and increasing the use of regenerative fibres are all part of our journey to become climate positive. We also understand that what’s sustainable now might not be sustainable enough tomorrow, but we’ll continue to evolve and ensure we’re contributing to a better future for people and the planet.

What makes you hopeful for the future of fashion?
Fashion is the next frontier for sustainable practices and there are many brands and organizations that are on the front lines of making meaningful change. We have to work as an industry to invest and build scale behind the scenes so that sustainable fashion is more accessible and can be decoupled from higher cost. On a larger industry level, policy and regulations will likely be required to make the changes we need at the pace necessary to meet climate commitments. This could help establish new standards of compliance and help drive decision-making for the industry players when the financial investment or trade-offs are high.

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