VC: “What very few brands have managed to do is to make sustainability sexy. Reformation has done that.”
“I’ve been pitched by countless numbers of people launching a sustainable brand, and those tend to fail,” said Frederic Court, an early investor in Reformation and the founder of Felix Capital, a London-based venture capital firm. “What very few brands have managed to do is to make sustainability sexy. Reformation has done that.”
“Being naked is the #1 most sustainable option. We’re #2.” — connected with consumers who care about climate change.
The company has also won fans by using transparency to promote its eco-friendly activities, led by Kathleen Talbot, Reformation’s chief sustainability officer
In one example, a $248 sweater made from recycled cashmere saves 600 pounds of C02 and nearly 3,000 gallons of water when compared to conventional clothing, according to the firm’s methodology. Reformation also promotes its green bonafides with data and reports. Shoppers can read online about its commitments, including sourcing all fabrics from recycled, renewable or regenerative materials by 2025, or how it’s working on using mushroom leather.