Soho Beach House in Miami, Florida hosted another edition of Fashion for Breakfast, but this time featuring Yael Aflalo of Reformation. Aflalo sought out to make a difference in the fashion world. She wanted to transform the way people thought of sustainable fashion and she did. In 2009, Yael Aflalo created an eco-friendly clothing brand named Reformation. They design and manufacture all their garments in their factory located in downtown Los Angeles.
Aflalo’s goal is to establish Reformation as a true sustainable fast-fashion clothing brand. During the event, Aflalo explained to us how Reformation does things to create “beautiful styles at a fraction of the environmental impact of conventional fashion.”
As many of you know denim is the worse fabric for the environment because it takes 2,000 gallons (7,600 liters) of water to make a single pair of jeans. Reformation has created a denim program on how to make jeans better for the environment. This program allows us to see how Reformation only uses 800 gallons of water instead of the industry standard. They achieve this by recycling the water and allowing it to be used multiple times during the manufacturing process. Each day they’re challenging themselves to save even more water.
When it comes to their employees’ Reformation is all about keeping their workers’ happy. The people who make the garments are right next door to them. Therefore, they get to see the conditions that the factory and workers’ are in. Aflalo explains that they provide their workers’ English classes, citizenship classes, career advancement classes, full health benefits and much more. The workers’ also receive a base salary plus overtime.
Reformation continues to surprise us. Aflalo wanted to make shopping a fun experience rather than a dreadful one, so she opened a tech-savvy store in San Francisco. When shopping at this store the consumers can look around and see what they would like to try on. However, instead of grabbing the clothing and heading to a dressing room you can click on a touchscreen and select what pieces and sizes you would like to try on and violá the pieces you selected appear in your dressing room. Another neat feature is the lighting in the dressing rooms. You can choose your lighting: basic, cool, golden or sexy time because let’s be honest sometimes the lighting in most dressing rooms aren’t very flattering. Oh, and let’s not forget you can plug-in your iPhone, select your favorite playlist and jam out.
We can’t wait to see what the future holds for Reformation.