RECYCLING FOR DUMMIES: Los Angeles digital darling and sustainable fashion brand Reformation continues to up the ante when it comes to conscious consumerism.
The online clothing brand, which also operates three stores, today launched its RefRecycling program in a bid to promote recycling among its customer base.
The company wanted the program to be as simple as possible, making it the “lazy person’s guide to recycling,” explained Reformation founder Yael Aflalo.
Customers receive a RefRecycling shipping label every time they buy something from Reformation. The label can be affixed to the box the new purchases came in and filled with any unwanted clothing items.
Reformation partnered with Pennsylvania-based Community Recycling, which will handle the actual recycling.
Customers who have a Reformation account can then log in and follow where their items ultimately end up.
“It’s just a really easy way to recycle as opposed to putting it in the garbage or lugging it to the Salvation Army,” Aflalo said. “I think it’s helpful for people to see where the clothes are going. It shows a little bit of transparency around it that gives them confidence in how they’re making a difference.”
The recycling program follows last week’s unveiling of the second iteration of Reformation’s I’m Up Here Collection of dresses, tops and other items for women with larger busts.
As far as new Reformation stores, more are in the pipeline, but nothing’s confirmed at the moment. Reformation currently operates storefronts on Melrose Avenue in Los Angeles and two in New York, on Howard and Ludlow streets.