Fashion Brands, Long Focused On Excess, Are Finally Waking Up To Sustainability

Yael Aflalo, founder of buzzy fashion retailer Reformation, experienced first-hand the scale of Chinese pollution, she made a decision. Today, her company has a near-religious focus on reducing waste by incorporating sustainable practices throughout its supply chain. Reformation’s motto: “We make killer clothes that don’t kill the environment.” Reformation gets that people increasingly make buying decisions based on evaluation that is simultaneously monetary and social. For fashion brands, that means fashion and sustainability must co-exist. When people buy pieces of Reformation clothing, they pay for the knowledge of how and where each item was made. They’re paying a premium not just for the great fit and quality of Reformation’s products or to wear the badge of a hot brand, but also for something they believe. Read more at Adweek.