How Reformation tackled faster, affordable denim sustainably

Reformation launching sustainable denim line Ref Jeans
By Hilary Milnes.

With Reformation’s new line, Ref Jeans, the sustainable, direct-to-consumer brand for trendy women’s fashion is making faster, more affordable fashion.

Ref Jeans launched Monday with 11 styles of denim in 14 washes, 10 styles of tops and four styles of new dresses. The prices in the collection range between $28, for a T-shirt, and $148, for its priciest denim, and new styles will be added to the Ref Jeans lineup every week.

“With Reformation jeans, we wanted to tackle the worst polluting type of clothing: denim. Denim and basics are also garments that literally everyone wears. So we wanted to create more affordable pieces to reach more people with Reformation Jeans,” said CEO and founder Yael Aflalo. “The Ref Jeans line meets our same material standards and manufacturing practices as our main line, but we are able to make more and keep the styles simple to help lower costs. Limiting the amount of steps, chemicals, energy, and water usage actually helps reduce costs at the fabric and manufacturing level.”

Read more at Glossy.

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