Reformation

No talk of a sun-drenched wardrobe ever goes without mention of Reformation. This Insta-chic sustainable clothing brand goes way back in 2009, when founder Yael Aflalo remade vintage clothing into unique dresses and sold it at her shop in Los Angeles. Reformation has since become far greener than it initially was, and in 2020, it has nothing but growth in sight. The brand continues to accomplish astonishing feats, such as keeping up with trends while maintaining eco-friendly practices and manning 14 techy retail spaces globally.

           

Reformation has also taken the initiative to produce styles in limited supply and guage how much demand it generates so that overproduction is prevented. Its production takes 4 to 6 weeks, which is notably slower than fast fashion brand Zara. With lots of frill and flow, Reformation's sustainable clothing designs have amassed a loyal millenial customer base, including A-listers like Rihanna, Taylor Swift, and Karlie Kloss. The label does offer collections in Extended Sizes and Petites, but most pieces are designed for slim frames and customers with a penchant for skin-baring cuts. 

Browsing through its minimalist website is like browsing through a summar itinerary: there's a cute top you can rock at a prairie in France and a cheeky evening slip you can wear at a poolside soiree in LA. Nestled in its other collections are more practical pieces such as go-to denim jeans, simple jumpsuits, and chunky sneakers. In line with Reformation's transparency efforts, each item comes with a description that details the garment's water usage, carbon footprint, and materials, among many. At a time where most retailers are hard-pressed to meet sustainability targets or keep its brick-and-mortar store, Reformation is scaling smartly, responding to people's fashion consumption habits without heavily compromising the planet. Clearly, it's doing something right.