By Diane Small
Like any Californian cool girls, the women behind the eco-friendly fashion brand Reformation count their carbs religiously. But not the kinds of carbs you’d imagine.
These freewheelin’ gals love a good plate of pasta, extra large pizza and the occasional croissant, but the kind of carbs they really avoid are those racked up by manufacturing and transporting fabric around the world. Yep, you guessed it–they’re more concerned about reducing their carbon footprint than their dress size.
This Earth Day, the brand launched Refscale, which will show earth icons on each of their products to inform shoppers of the environmental cost of each garment. Specifically, CO2 and water impacts will be listed, and you will be able to compare the difference between the impact made by something you love on the Reformation’s site and a ‘normal’ piece of clothing.
Founder Yael Aflalo says: “We count the resources used throughout our supply chain and the life of our clothes, show how it compares to industry standards, and show the total amount saved by purchasing Reformation. It helps us keep our true costs in mind when we make design and business decisions, and motivates us to create better solutions. More importantly, it shows people the total cost of fashion and empowers them to make their own choices”.
But the eco-consciousness doesn’t stop there. Reformation is also investing in programs that actually replace what they have ‘environmentally spent.’ Or in other words, they will start offsetting the costs of their clothing production by planting forests and investing in clean water ventures.
To celebrate the new venture, they’ve created a new “Low Carb” collection modelled by Atlanta de Cadenet, and challenge all those concerned about the planet to the #carbchallenge to cut Fashion’s CO2 impact and #fightclimatechange. Just snap a photo of yourself wearing vintage or eco-friendly clothing and tag it #carbchallenge and #fightclimatechange and challenge your friends to do the same.
Then treat yourself to some of the ‘nicer’ carbs for your efforts! Ours will be a few Laduree macarons…