Can Reformation Make Fast Fashion Sustainable? | BoF Professional, News & Analysis

Last week, Reformation dropped 70 new products on its site, a regular refresh designed to keep consumers coming back to buy more.

It’s a fast fashion-style business model that has come under increasing criticism for its environmental toll. But Reformation wants to prove it can keep scaling, without the negative impact.

The high stakes balancing act is becoming increasingly pressing as the LA-based brand continues to grow. This week it’s launching a new set of sustainability commitments in a bid to convince sceptics that it can successfully sustain a climate-friendly spin on an old-school business model.

The company built its business on the promise of cute, but environmentally-responsible style, even coining a tongue-in-cheek tagline suggesting the only thing more sustainable than Reformation’s clothing is a birthday suit.

The high stakes balancing act is becoming increasingly pressing.

But its growing volumes and fast-paced production have raised questions about whether it

Read More