Could the modern Parisienne be eternally chic, effortlessly cool AND forwardly eco friendly all at once? Such a question has undoubtedly been answered by The Reformation, an environmentally sustainable fashion brand that refashions vintage and surplus materials to create chic, limited edition collections.
Yael Afalo, after having been dismayed by the fashion industry’s contribution to waste and earthly pollution, sought to create a company whose vision focused on the environment’s well-being in 2009. And so, instead of designing and producing new styles from scratch, The Reformation dedicates itself to a truly green way of manufacturing new clothes, by reinventing vintage ones.
“Our locally sourced production creates domestic jobs, and does not contribute to global pollution when shipping and receiving from overseas. Our collection is truly exclusive, everything is a limited edition or one of a kind. We concept and produce our collections in just a few weeks. We design what we want now and get it to you right away.”
There are many of us, myself being one, who love to shop vintage, but know that it can be time consuming and sometimes, unsuccessful. The Reformation’s line is divided into three easy-to-shop categories: Standard, Curated and Refashioned. Each line addresses a certain vintage garment preference from basics to limited edition vintage pieces in more current silhouettes.
“We are inspired by, and committed to, finding ways to make our fashion addiction guilt-free!”
And with the endless supply of striped dresses, cropped tops, boyfriend jeans and flowy, glamorous, but wearable-for-all-occasion-dresses featured at The Reformation, it seems as if all Parisienne inspired wardrobe problems have all been solved…
Photos: The Reformation