{eco brand of the week} reformation: waste reimagination

Friday, January 16, 2015

yael aflalo is the founder of an independent, sustainable fashion line who understands the potential value of waste, and she and her mighty team are taking steps to change the tide of fast fashion.
aflafo is seducing the masses with her eco apparel brand reformation. to be seduced is to be led astray, but really, she's leading us exactly to where we need to be. after learning of the pollution caused by garment factories on a trip to china as well as witnessing the poor working conditions within the factories, aflafo envisioned alternative ways of producing garments: she imagined a fashion company where workers were valued and natural resources protected.
you've got to love a woman with a wonderfully wayward + actively rebellious imagination.
reformation was born in 2009, and aflalo has since become a steward of the environment in the third most polluting industry {after oil and agriculture}, investing time and energy in sourcing stylish eco materials and surplus textiles that yield deeply feminine dresses and beautifully sound separates. these surplus textiles would otherwise end up in landfills and chemically treated materials would contribute to the continued degradation of our waterways and land.

for each apparel item, reformation provides pithy paragraphs of "green" info. the description of the andy dress + molasses tee from our friends at ref:
{the andy dressis made from deadstock materials. every season, thousands of yards of fabric go to waste from fashion houses that over-ordered. the textile industry is one of the most chemically dependent industries on earth and the #2 polluter of clean water. We're trying to lessen the blow by using fabric that already exists, because we heart dolphins.
{the molasses tee} is made from tencel and she's a freak of nature. tencel is made from biodegradable, renewable, sustainably harvested wood pulp. it's manufactured in a closed-loop system, which means all excess materials get reused. a traditional cotton tee uses 257 gallons of water to produce; a tencel tee only uses 6. nothing gets us hotter than saving water. 
i love a brand with a sense of humor as well as cascading frocks with feminine appeal, and of course a ceo with an abiding faith in sustainable fashion.
 this is what slow fashion looks like, boys and girls.
{images via of reformation}

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