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Not long after debuting a jean collection in February, eco-chic L.A.-based label Reformation is looking to expand its offering of denim with a new sister line called Reformation Jeans.
The first 46-piece collection will offer sustainable denim, made either with 100 percent recycled materials, deadstock fabrics or sustainably sourced fibers.
Ref’s production techniques eliminate the usual toxic dyes and water waste that denim is known for — saving 1,460 gallons of water for each pair, according to the company that counts models Kaia Gerber, Hailey Baldwin and Bella Hadid as fans.
“Unfortunately, denim is pretty much the worst clothing for the environment. From water and pesticides needed to farm cotton, to toxic chemicals used in dyeing and finishing denim, plus water and energy used in home laundering, denim has a significant environmental impact,” said Yael Aflalo, who founded Reformation in 2009. “Our mission at Reformation is to lead and inspire a sustainable way to be fashionable. We want to make beautiful, compelling product, but with a focus on how we can have the smallest environmental impact possible. So tackling denim was a no-brainer for us and we’re so proud to officially launch into the category.”
The brand has also announced that it’s launching The Wet Program to purchase water restoration credits via Oregon-based nonprofit organization Bonneville Environmental Foundation, which will donate 1,000 gallons of credits to the National Forest Foundation‘s clean water projects for every pair of Reformation Jeans sold.
Earlier this year, the retailer started inviting the public to check out its ethical and sustainable factory in downtown Los Angeles and to meet the team making the clothes as part of the company’s commitment to being transparent.
Priced from $28 to $148, the Reformation Jeans range will be available for pre-order Oct. 12 and for immediate purchase Oct. 23 at all Reformation locations and online.
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