Reformation launches sustainable denim collection

Slowly but surely, the brand is taking over our entire wardrobes

The brand aims to make beautiful products, but with as little environmental impact as possible

A brand best known for its dreamy dresses, Los Angeles-based design company Reformation has been dabbling in other categories of late, including a swim line, vintage collection and petite section.

Now though it has firmly set its sights on the denim and basics category with a brand new sister line called Reformation Jeans.

The eco-fashion retailer has sold them before of course, but this marks the first ever full-scale line dedicated to the ubiquitous garb.

Made using 100 per cent recycled materials, leftover fabrics or sustainably sourced fibres, the brand’s latest endeavour is held to the same exacting standards as the rest of its pieces.

In fact, it is because denim is such a mainstay of most women’s wardrobes and unfortunately one of the worst items of clothing for the environment, that Reformation decided to tackle it head on.

“From water and pesticides needed to farm cotton, to toxic chemicals used in dyeing and finishing denim, plus water and energy used in home laundering, denim has a significant environmental impact,” says Yael Aflalo, chief executive and founder of Reformation.

As such, Reformation Jeans has made its denim decidedly greener by using only one third of the amount of water and cotton, and eliminating harmful chemicals in the finishing process.

Roper Jean £97

Instead, it uses non-chlorine based bleaches to wash down the denim and a neutral-based enzyme that reduces the amount of water, resources and energy required.

So, what can you expect to see in the collection?

70s Joplin Relaxed £29

Well, as with all clothing at Reformation, the denim line is inspired by vintage looks that celebrate the female form, citing “classic, sophisticated IT girls from the Fifties, Sixties and Seventies, as well as supermodels from the Nineties” as inspiration.

Made up of 46 pieces in total, the launch includes 11 denim styles in 14 washes, as well as 10 tops and four dresses that are all designed to work perfectly with a pair of jeans.

Fawcett Jean £97

“My biggest dream is to bring sustainable fashion to everyone,” Aflalo adds.

“We want to make beautiful, compelling products, but with a focus on how we can have the smallest environmental impact possible.”

Cardinal Mini Dress £59

There is a catch though. If you want to get your hands on a pair of Reformation Jeans then you’re going to have to wait until 23 October when you can officially purchase everything in stores or online.

Julia High Cigarette Jean £97

Uma Top £29