Ready to recycle

Los Angeles – Womenswear brand Reformation is making it easier than ever for its customers to recycle their unwanted garments.

• RefRecycling is a simple home pick-up service that whisks old clothes away to be reused or recycled
• Customers can track their shipment and see where their goodwill is having an impact

Partnering with Community Recycling (CR), Reformation is helping customers find a new home for their old clothes, freeing up wardrobe space for its new pre-autumn collection.

Customers simply use Reformation’s online delivery packaging to send back their old garments that are then processed by CR and given new homes in thrift-store chains across the US or in pop-up marketplaces worldwide.

‘Americans throw away 68lbs of clothing and textiles per person, per year, mostly because our garbage cans are closer than the nearest recycling centre,’ says Reformation. ‘The success of consumer-targeted sustainability initiatives will be determined by how effortless they are to adopt.’

The Big Picture: By helping customers to recycle, Reformation is showing Whole-system Thinking, realising the potential of waste from around the world.