*Sustainable fashion label Reformation to offer monthly factory tours
*Part of the label’s initiative to promote greater transparency
*Monthly tours will be held on first Friday of every month
In the name of greater transparency, sustainable fashion label Reformation will begin offering tours of their sustainable apparel factory in downtown Los Angeles. Customers and fans of the “eco-chic” brand will be to see the factory “IRL,” and have the chance to meet the people who make their clothing.
Founded in 2009 by Yael Aflalo, the planet-friendly and ethically-conscious label quickly rose to popularity, becoming a cult favorite and generating an IT-girl fan base including Karlie Kloss, Emily Ratajkowski, and Bella Hadid.
According to Aflalo, the tours are just one part of the brand’s commitment of showing that fashionable clothing doesn’t have to be harmful to humans or our planet. She says the ultimate goal is “to shift the thinking of what sustainable clothing can be.” Aflalo launched the company with the guiding mission of becoming a leader in sustainable fashion, hoping to inspire a movement towards not only environmentally conscious manufacturing practices, but also to defy the dangerous standards of the fashion industry, which is the second biggest source of pollution globally.
Last month, Reformation began a new Instagram campaign, #WeAreReformation which features an image and introduction to a different factory employee each week, and has now extended to a real-life opportunity to meet the workers. This effort exemplifies the brand’s commitment to ensuring fair and ethical treatment of their employees, setting them apart from the all-too-common dehumanized treatment of factory workers in the garment industry both in the U.S. and abroad.
Reformation offers their factory employees fair wages, health benefits and healthy working environments so they can feel comfortable while on the job. While this alone goes above and beyond typical industry standards, the brand goes a step further by offering several perks, including twice-weekly English courses, monthly massages and even complimentary legal support if needed for any reason.
While loyal customers have always appreciated the brand’s ethical practices, now they will be able to witness all of their good deeds with their own eyes. During the tours, spectators will be allowed to “walk through the factory floor where we produce our clothes from start to finish, including product development, cutting, sewing, packaging and also possibly check out a photo shoot in our studio,” Aflalo says. And while this will be a fun behind-the-scenes treat for fans of the brand, the larger goal from the tour initiative aims to inspire others brands to join the movement.
“We also hope this helps encourage other brands and even other industries to work towards being better for the planet and for people,” Aflalo says. The first tour will occur on Earth Day, with monthly tours on the first Friday of each month going forward. Interested visitors can schedule a tour by emailing firstname.lastname@example.org.