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Fashion for Good Introduces Reformation and Allbirds to Dutch Consumers

Dutch consumers will get their first taste of Los Angeles transparent label, Reformation Jeans, at the Fashion for Good Experience.

Beginning Feb. 1, Reformation will be one of six sustainable brands included in Fashion for Good’s new capsule collection focused on transparent brands, called “Naked.”

The Amsterdam-based interactive museum is the first dedicated to sustainable fashion innovation. The “carefully curated” selection of brands—Reformation, A.BCH, Allbirds, ASKET, la fille d’O and Swedish Stockings—will be featured in the museum’s contemporary retail space.

Some of these brands are exclusively sold at Fashion for Good, including Reformation, sneaker brand Allbirds and circular fashion label A.BCH, which are making their Netherlands debut.

Fashion for Good is a global initiative that promotes sustainability and transparency within the sector. The organization invites the entire apparel industry, from brands, producers and suppliers, to non-profit organizations, innovators and funders to unite in their shared ambition for better fashion.

In 2018, Fashion for Good opened the Fashion for Good Experience. Every four months the museum curates a new brand showcase that shines a spotlight on brands that are pushing the boundaries in sustainable fashion. The museum launched in October 2018 with the capsule collection, “Splash: rethinking the role of water in fashion.”

Reformation Jeans
Reformation Jeans Reformation

Reformation first launched denim in 2017. The brand uses deadstock and surplus denim fabrics, as well as new fabrications with sustainable fibers like Tencel lyocell for its women’s jeans collection. Along with public tours of its L.A. facility, the brand provides a transparent view of its production through open progress reports and RefScale, which measures how much carbon dioxide, water and waste is saved by purchasing a Reformation garment.

“We are constantly looking for opportunities to push sustainability forward in the fashion industry,” said Reformation founder and Rivet 50 member Yael Aflalo. “We are so inspired by the Fashion for Good Experience. It educates visitors about the social and environmental impacts of fashion in a compelling way, but the focus is on real, accessible ways everyone can make a positive impact and commit to taking action. We need to start a revolution in the fashion industry, and Fashion for Good is helping chart the way forward.”