Any fashion retailer that tags its petite collection “Don’t Call Me Cute” and launches a line of full-cup clothing called “I’m Up Here” gets that Millennial women don’t suffer bad marketing gladly. And Reformation, a cool-girl clothier with tongue-in-cheek campaigns, gets it.
That’s why the Los Angeles-based company, whose mission is to lead and inspire a sustainable way to be fashionable (or a fashionable way to be sustainable), decided to call a spade a spade when it launched RefRecycling last July, promoting it as “the easiest way for you to recycle all those clothes you probably shouldn’t wear again.”
Read more at Sourcing Journal.
