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Reformation ‘Cancels Carbon’ With Eco-Friendly Initiatives for Customers

Carbon pollution? Reformation is so over it.

On Wednesday, the sustainable women’s wear label kicked off “Carbon is Canceled,” a series of programs to help its customers boycott climate change into oblivion in measurable ways.

Reformation has partnered with NativeEnergy, a certified B Corp, to allow shoppers to purchase “climate credits” that fund verified carbon-offset projects such as wind farms and reforestation.

Consumers can make amends for the planet-warming emissions they generate by buying six-to-12-month packages starting at $60 for an individual and $200 for a family for four. For a flat $160, bridal couples can even “cancel the wedding” by neutralizing its impact.

“It’s sort of like your wedding never happened, but in the best way possible,” Reformation said in a statement.

The It Girl favorite is also encouraging its clientele—which includes boldface celebrities like Taylor Swift and Meghan Markle—to switch their electric bills to wind energy through Arcadia Energy. Participants who offset 50 percent of their utilities for free (or 100 percent for an average of $10 per month) will receive a $100 Reformation e-gift card for their efforts. “Yes, it’s a bribe,” the company wisecracked.

Reformation says it has been climate neutral since 2015, meaning it nullifies as much carbon dioxide as it puts out, mostly through offsets. “Basically, in exchange for the emissions and water used by our clothes, we help plant forests to naturally capture CO₂ from the air, invest in clean water solutions and purchase landfill gas offsets,” it explained on its website.

The brand also tracks the environmental impact of each of its garments through what it calls the RefScale, which quantifies the water used and carbon dioxide generated during production the way a food label itemizes nutrition facts.

“Climate change is one of the biggest issues facing the earth,” the company said. “Reformation has always prioritized the planet by making sustainability easier for consumers through product innovation, education and by holding each other accountable.”