We Love Reformation’s New Eco-Friendly Denim Line

First came Stella McCarney’s ocean plastic suits, then Ferragamo’s orange peel fabric, and now this: California label Reformation has announced a collection of eco-friendly “responsible” denim made using organic fibers, recycled materials, and a significantly reduced volume of water.

The 46 pieces in the new denim collection were conceived in the spirit of sustainability, which the label (founded by former model Yael Aflalo) has become known for since its launch in 2009.

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“Being naked is the #1 most sustainable option. We’re #2,” the brand proudly writes of their ethical brand, which opened their first vintage-inspired LA boutique in June 2017.

“450 million pairs of jeans are sold in the US each year,” they continue. “To make fabric for one pair [a manufacturer uses] 1,500 gallons of water. Oh, and don’t forget water waste from dyeing and washing, which uses 1.3 million tons of chemicals and puts polluted water back in the environment,” they conclude. In order to combat the problem, Reformation makes their jeans from deadstock and has started purchasing water offsets with the help of BEF and the National Forest Foundation.

In the past year, Reformation jeans have been seen on everyone from Emily Ratajkowski to Rihanna and every Instagram superstar in between. Known for their retro aesthetic and notable variety of pale, dark, and textured tailoring, Reformation is poised to take the eco-chic landscape by storm.

Reformation’s new eco-friendly denim line is on sale now. Shop the collection here.

Interested in sustainable fabrics? Read our interview with Shellie Pomeroy of Silk & Willow on the art of plant dyes, or check out our design spotlight on how Nienke Hoogvliet reimagines seaweed as textile.

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