Reformation has built a big part of its brand ethos on making environmental consciousness chic by combining an easy-to-love West Coast aesthetic with eco-friendly materials and practices. For Earth Day this year, the brand is upping the ante by promising to support the re-use and resale of secondhand clothing to a greater degree than it ever has before.
"90 percent of clothing is thrown away long before the end of its useful life," Reformation claimed in a release. "That's bad business — not a good look for people and extremely harsh vibes for the planet. Circularity eliminates the concept of waste by reusing and recycling materials back into the fashion system. It's a super important part of sustainability and our focus this Earth Day."
To that end, the label is setting up a number of initiatives to support the sale of secondhand clothing, from hand-picked vintage to "gently loved" Reformation pieces. The initiatives include partnerships with Depop to re-sell used Ref pieces and Vestiaire Collective to sell upscale vintage, the opening of a vintage-only store curated by Reformation in NYC later this year, a vintage pop-up in Culver City and a 15 percent discount offered to any customer who brings three pieces of old clothing to recycle at any Reformation location.
Through these initiatives, the brand hopes to divert 75,000 pieces of clothing from landfills, up from its achieved goal of 15,000 pieces last year.
"We're putting on our big girl pants and getting f*cking serious about this circularity stuff," the brand said in a statement. "Let's save some clothes."