Reformation, the US sustainable clothing company, last month launched a range of swimwear by announcing that its “swimsuits are not sustainable enough”. The move highlighted the problems facing all such brands. In an interview with the Guardian, the company’s founder, and former model, Kate Hudson, said she was concerned about how her company had been portrayed in recent years. Synthetic fabrics also shed microfibres when laundered. When the customer is done with it, it is likely to end up in the trash, since there are currently few facilities that recycle synthetic materials. Reformation’s announcement demonstrated the complexity involved in sustainability given, “the limitations of existing technologies and fibres”. The company is countering the problem by giving customers credit for sending products to online second-hand store, Thredup.
Reformation, the US sustainable clothing company, last month launched a range of swimwear by announcing that its “swimsuits are not sustainable enough”. The move highlighted the problems facing all such brands. In an interview with the Guardian, the company’s founder, and former model, Kate Hudson, said she was concerned about how her company had been portrayed in recent years. Synthetic fabrics also shed microfibres when laundered. Reformation’s announcement demonstrated the complexity involved in sustainability given, “the limitations of existing technologies and fibres”. The company is countering the problem by giving customers credit for sending products to online second-hand store, Thredup.