jeudi 11 juin 2015

The Reformation

It's been a while I wanted to write about this brand on the blog.

I'm about to deliver you the brand where comes from the fabulous bodysuit you've seen on Candice Swanepoel on my last post yesterday (if you are lazy and you're only interested in this bodysuit, I encourage you to scroll down.) (But I would be very disappointed if my pretty readers were only interested in shopping...) (Hahahaha).
While The Reformation is already well-known across the Atlantic (as seen on Emily Ratajkowski, Candice, Camille Rowe... and every cool girl in NYC and LA), we Frenchies don't know a lot about this label.

Let me tell you.

The Reformation is fabulous AND eco-friendly.
And when I say eco-friendly, I am not talking about simple environmental measures such as organic cotton for some item like high street fashion labels ( H&M etc) are implementing. I am talking about a "from top to bottom" environment conscious policy.
And when I say fabulous, I mean that every single item is desirable. Dresses, denim, tops, skirts, blouses and bodysuits.

I will let the pictures from the e-shop speak for themselves, and let's develop a bit what The Reformation really does for its environmental commitment. With the aim to stay clear and short, I won't go into details, you can find every information and specific scientific explanation here.

On their website, The Reformation begins by reminding that the fashion industry is one of the most polluting industries nowadays. In terms of water consumption, chemicals, but also oil. We tend to forget , when buying our clothes in our nearest Zara, that billions are produced, transported and wasted everyday.

I will not develop in this post all the things most of us know (but not admit) : water use, pollution, chemicals, transportation, waste, the impact of synthetic fabrics, resulting in the huge footprint of the fashion industry on Mother Earth. But The Reformation also underlines that cotton is maybe not the best fabric we could choose. This is a statement that could disturb our common view: most of the fashion brands will answer to the environmental issues by proposing "organic cotton" stuff with a pretty green price tag to highlight their eco-friendly engagement. The fact is cotton uses a LOT of water and pesticides. And organic cotton would require from 20% to 50% more of land to be produced.

So, after reminding these little facts... What does The Reformation actually do?
The Reformation thinks its whole value chain in terms of ecological footprint.
"The whole equation follows the lifecycle of clothes—everything from growing textile fibers and making fabric, dyeing, moving materials, manufacturing, packaging, shipping, garment care, and even recycling clothes when you're done with them. We share this information on every product page of our website and tell you exactly what impact each garment has on the environment."

The brand relies on 5 keywords.
Suppliers, fabric (tencel, viscose and modal), deadstock, vintage and then RefScale.

The Reformation manufactures 70% of their clothes in their owned Los Angeles factory. Half of their raw goods comes from the US (the other half in Asia - China and India. No need to mention 50% is way above the average sourcing ratio of fashion brands). Their suppliers are strictly screened.
If you already know what is viscose and modal, what's tencel? Tencel looks like cotton. But it is a semi-synthetic material using up to 80% less water than basic cotton, coming from Eucalyptus trees, growing without the need for pesticides or insecticides.
15 % of The Reformation clothes are made out of deadstock fabrics, over-ordered by local designers and fabric warehouses. 20% of The Reformation items are remanufactured from vintage clothing.
This results in a huge difference in terms of footprint.

When all these engagements are implemented "backstage", what you can actually state as a customer, on each item's e-shop page is this:

This is called RefScale. Every time you click on a pretty dress or skirt, you can really appreciate the brand's environmental effort. You, as a consumer, can clearly understand what The Reformation is all about. And also, what your shopping implies for the Earth: what this lovely dress would cost (cost = footprint, not the cost we all think about) if you would have found it in a high street brand, and what it actually costs at The Reformation.

Enough said.

When a brand engages that much in environmental stuff, you could be skeptical about how the products finally look like. And because pictures speak more than words... Let me show you. The clothes are highly desirable.

(I could put the whole website there... Everything is literally beautiful.)
Oh yes, THAT bodysuit. The Candice's one. She mentioned The Reformation herself on her Instagram.

Currently on the waitlist. Be patient. The first step to be more conscious about environmental issues is understanding you can no longer get everything you want by the second you put it in your shopping cart, because our attitude is linked to fast-fashion, and this is our attitude that first of all should change... Don't forget your consumption behavior is an everyday political action. And companies only answer to our behavior! There is an offer only where demand is.

About the price: yes, this is not H&M. Yes this is not Asos, where you can get a pair of jeans for 19.99€.  But it is not a luxury mark-up. We tend to forget that 19.99€ is not a normal price for a pair of jeans or for a dress. We have been used to these low-prices policies. But as The Reformation shows, it is all about the cost (the environmental and social costs), not the price.
So, be patient for your item to be ready and to put money aside for what you really want to buy.
Then, just go there : The Reformation.

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