When was the last time you heard a sexy line of eco clothing? How about lines that both guys and women to view!? I mean like a Victoria Secret’s catalogue… common let’s stop lying to ourselves. Fashion makes us move. Wake up in the morning. Make us feel good about ourselves.
What we are, defines a part of who we are or how we look. So when I have seen this green brand called Reformation hit the street I watched; and watched. LOL
No seriously.
It’s not just that they are selling eco friendly clothing. It really is how the sell it. Let’s be fair about this. Sex does sell. We’d be lying to ourselves if it doesn’t. So let’s celebrate a company that wanted fashion, beauty and sexy written all the F over it.
Every single line they create.
Look at this paragraph from them:
Recent research has found a positive correlation between getting lucky and saving water, while wearing Reformation. Researchers also saw a significant growth in sexy DM’s received by Reformation wearers, while their carbon footprint decreased at the exact same rate. Pretty hot.
Vogue 2012, the founder interviewed with the money she had made from Reformation’s early years, along with a side project producing private-label clothes for Urban Outfitters, Yael Aflalo relaunched Reformation as an e-commerce business centered on a two-story factory in downtown Los Angeles and three stores, two in New York and one in L.A. In 2014 it had revenues of $25 million and now counts Taylor Swift, Rosie Huntington-Whiteley, Rihanna, and Emily Ratajkowski—stylish women who don’t lack for designers sending them free clothes—as paying customers. “I love that their pieces are feminine but always supercool and have the perfect low-maintenance vibe,” Ratajkowski says.
As Allure wrote and is correct that it started when Yael launched in 2009 out of Los Angeles. She has completely reinvented the definition of sustainable fashion. Described as “a good balance between edgy, sexy, and feminine,” the cool girl brand sells an array of #OOTD-worthy pieces like silk maxi dresses with high slits and cute button-downs with funny slogans (“There’s daggers in men’s smiles,” one shirt reads), rather than the typical hippie style tees or hemp bracelet we’ve come to associate with most eco-friendly labels.
So as I source and source other publications for proof, here is Yael in her own words (even though I’m Kosher as a fellow Jew), she writes and I respect her for saying it because:
I’ve been feeling it myself as of late. It doesn’t stop there. Cotton is extremely water-intensive: A single T-shirt requires about 2,700 liters of water, or more than 700 gallons, to make. So the industry-wide impact multiplies quickly. Switching to synthetic fibers isn’t the answer since they require chemical treatments during processing, according to the National Resources Defense Council.
Yael adds:
Let’s get a few additional facts straight, as well: I eat cheeseburgers, I wear leather and I sleep on cotton sheets. As a consumer, I can rationalize these transgressions as minimal in the grand scheme of things. Also, what am I supposed to do if there are no comparable alternatives? I don’t like veggie burgers, fake leather or polyester sheets. What I can’t rationalize is being a part of a business that produces tens of thousands of dresses a month in China that are hurting the world we live in. Once I realized the scope of the impact that my industry’s production has on the environment, I knew I had to make a change.
Then something clicked, and I realized I could build a sustainable fashion brand. My vision for Reformation was simple: Create a brand where fashion and sustainability coexist.
It’s in her brilliance of the moment did it all click. That’s beautiful. Just like the brand Reformation.
