Introducing: Reformation x FibreTrace®

The first US traceable collection, made from climate positive cotton.

March 16th, 2021

Written by FibreTrace®

Discover the power your jean's genes, with Reformation.

We have partnered with leading US sustainable brand Reformation to create a new, fully traceable collection made from climate positive cotton.

Fashion Revolution's 2020 Fashion Transparency Index taught us that across 250 brands, the average transparency rating was a mere 23% with only 7% of brands publishing their raw material suppliers!

Since its establishment in 2009, Reformation has been committed to placing sustainability at the forefront of their company's ethos and continue to make improvements for their people, planet and process. Our partnership with Reformation is an example of how they are determined to push the fashion industry towards a better, more transparent shared future.

The capsule collection includes six denim pieces, and will go down in history as bringing the first fully traceable pair of jeans to market in the U.S.  

Phoebe Tonkin fronts the campaign which celebrates the Australian roots of the fibre the jeans are made from, Good Earth Cotton®, the world’s first climate positive cotton crop - this means that it sequesters more carbon than it releases and actively fights climate change by reducing the amount of carbon emissions in the atmosphere. (This is one of Reformation’s steps towards becoming Climate Positive by 2025).

Taken at the Good Earth Cotton Farm® in Moree, Australia by Olivia Repaci.

Kathleen Talbot, Chief Sustainability Officer and VP Operations at Reformation said that it’s the company’s duty as a leading sustainable brand, to drive supply chain solutions that lead to better impacts for people and the planet. “We’re so energized by our new collection that leverages FibreTrace®’s technology for the first fully traceable pair of jeans in the U.S.

Traceability has always been a priority at Reformation because it’s essential to maintaining rigorous fiber and production standards. With our new collection, we can extend this powerful visibility to our customers for the first time, with denim that they can trace all the way back to the climate positive cotton farm."

Reformation has continued to prioritise their supply chain traceability with a commitment to exceed their 2020 goal of achieving 100 per cent traceability in Tier One and Tier Two suppliers (finished goods, assemblers and subcontractors, dyer and printers, finishers, weavers, knitters).

By partnering with FibreTrace®, Reformation marks the next step forward in this commitment by achieving deeper traceability in raw materials (Tier Four) at the fibre, forest and farm level. 

Danielle Statham, Co-founder of FibreTrace® and Good Earth Cotton® said, “Reformation is a brand that not only listens to their customer, but also continuously drives towards positive climate impact as a leading example in the global fashion industry.

We could have not wished for a more perfect partner to launch FibreTrace® globally. This partnership means customers now have full transparency into Reformation’s product development process and can see the positive impact being made right down to the farm level.”

Experience the power of visibility today at https://www.thereformation.com.