Reformation pledges to divert 75,000 pieces of clothing from landfills, ups vintage and resale business
Reformation has announced plans to divert 75,000 articles of clothing from landfills in 2018, tripling its goal from last year. It will launch initiatives that support the goal, including resale and vintage shopping.
Reformation's online initiatives have already begun: the brand is partnering with resale site Depop to offer used Reformation product for resale, and has teamed up with Vestiaire Collective to sell vintage pieces.
From a brick-and-mortar standpoint, Ref will open a curated upscale vintage experience in New York later this year and has plans for an LA pop-up that will also focus on vintage sales.
The company is also offering a discount for consumers bringing three pieces of old clothing into any Reformation store to recycle.
Commenting on its initiatives in a release, the sustainable women's apparel and accessories brand explained that, "90 percent of clothing is thrown away long before the end of its useful life," adding, "Circularity eliminates the concept of waste by reusing and recycling materials back into the fashion system."
"We're putting on our big girl pants and getting f*cking serious about this circularity stuff," the brand concluded.
As an increasing number of brands look to different strategies to make and source their products sustainably, Reformation's new focus on existing clothing fits comfortably into the burgeoning popularity of the resale market, which current estimates say will grow to a value of $44 billion by 2022.
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