Reformation added a new circular element to the jeans it makes with traceable cotton.
The Los Angeles-based brand jumpstarted its Earth Month celebrations with the launch of Circular Denim, a collection made with fabrics comprised of 20 percent recycled scrap cotton and 80 percent FibreTrace cotton.
Reformation introduced last year its first line of Ref Jeans woven with cotton that contains FibreTrace, a technology that embeds traceable, scannable pigments directly into the fabric of its jeans. The technology allows consumers to use their smartphones to track a garment’s entire lifecycle, with each audit—from the cotton farm, to production, to the finishing stages—securely recorded on the virtual blockchain.
The Circular Denim range is the result of Reformation’s collaboration with Turkish denim mill Bossa and Strom, a fully vertical manufacturer and laundry also based in Turkey. Both companies employ various methods to reduce waste and produce sustainably. Strom uses ozone technology that significantly reduces the laundry’s water, chemicals and energy consumption, while Bossa is developing a zero-waste life cycle to close the loop.
Circular styles include a V-neck mini dress with font snaps, utility overalls, pleated trouser jeans and relaxed jean shorts. The Cynthia high-rise jean, Ref Denim’s best-selling style with waitlists of nearly 9,000, is part of the collection.
Bottoms are available in sizes 23-31, while the dress and overalls are available in sizes 0-12. The collection retails for $78-$198.
Additionally, all styles are 100 percent recyclable through Reformation’s RefRecycling program. RefRecycling incentivizes consumers to drop off preowned Reformation brand denim, footwear, sweaters and activewear at any of its U.S. retail locations or request a shipping label on its website. In exchange for the items, consumers can receive $10-$25 in credit per item.