Reformation Brings Eco-Friendly Fast Fashion Alive

Yael Aflalo is a veteran of the garment industry. Aflalo has years of experience in the industry that goes back to when she was 21 and launched her very first fashion line, with moderate success, called Ya-Ya. The brand ran for ten years and sold wholesale to big retail chains and small boutiques.

A year after visiting a factory in China that was producing her line, she became hyper aware of the wastefulness akin to her industry. With this in mind, Aflalo used the proceeds from Ya-Ya to launch Reformation, a hybrid of fast fashion and sustainability, in 2009.

Photo courtesy of Reformation via Instagram.

“We make killer clothes that don’t kill the environment,” proclaims the brand’s website, where new apparel appears every two to five weeks, in a similar speed-to-market, but less overtly eco-conscious chains like Zara.

Aflalo claims that competitors’ t-shirts take 200 gallons of water to produce while hers only take six. Reformation’s dresses, jumpsuits, tops and bottoms are all made from sustainable fabrics that are either vintage or surplus stock bought inexpensively.

Photo courtesy of Reformation via Instagram.

70% of Reformation’s clothes are produced in their own factory in Los Angeles. The prices—$158 for a stretch jersey maxi dress, and $58 for a ribbed off-the-shoulder top—aren’t far off what you might find at less scrupulous chains with manufacturing facilities in places like Bangladesh.

With three stores in Los Angeles and New York and celebrities like Rihanna and Taylor Swift endorsing the line, Reformation has grown into a huge success story for eco-friendly fashion.
Blaine  Fuller
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