06/11/18 What Other Brands Could Learn From Reformation

The go-to brand for California cool-girl style points, Reformation is part of a burgeoning group of fashion-forward ethical brands that has managed to strike the right balance between offering truly desirable sustainable fashion choices for all occasions (yep, their bridal collection is seriously good), while packaging their eco-friendly message in a way that doesn’t turn you off as if on the receiving end of a lecture.

Having been on the scene for a while now, early on the brand recognised the need to be more mindful of its environmental and social footprint, choosing then to focus its creative attention on producing pieces that could as easily appeal to the style-driven fashion pack as to conscious consumers, who for too long felt like they had to compromise style for ethics.



Image courtesy: Reformation


Fast-forward to 2018, and Reformation is not only succeeding at delivering covetable pieces but their solid commitment to environmental and social initiatives is communicated in such a way that it doesn’t require a Phd or deep dive into sustainability practices. It might seem easily done but here’s the thing, it’s not. Perhaps one of the reasons so many brands shy away from such transparency with consumers is knowing how much to share and how best to go about it.

There is, of course, a balancing act required. Too much information and you risk the reader switching off. Too little and it seems like you’re hiding something. Smaller, independent labels offer a certain level of transparency in their own way, but it often takes a bit of digging. And, this is where Reformation is able to stand out.



Image courtesy: Reformation


The way in which they’re able to deliver the reporting of their environmental footprint, known as the RefScale, in an engaging, top-line format removes any danger of it becoming dry or unreadable, which is no small victory when discussing the pounds of carbon dioxide emitted, the gallons of water used, or the pounds of waste generated. Likewise, when sharing details on their supply chains.

In fact, the brand adheres to its own set of fibre standards that are categorised into five sections—as shown in the table below—since up to two-thirds of fashions sustainability impact happens at the raw materials stage. By the end of 2018, they are committed to making 75% of their products with A and B fibres (the first two categories).



Image courtesy: Reformation

Normally a snooze-fest you’d do anything to avoid reading, the label’s ‘hey girl’, best friend tone of voice has you hooked in, and you’ll find you’ve read it from start to finish before you even know it.

As we see it, the best way to get people engaged with this sort of information is to imagine you’re talking to your friends. Don’t treat them like idiots. Equally, don’t skirt around the facts. Lay it to them straight, while taking care to package it well. After all, don’t we all want to know we’re doing good while able to look good?