Overview
We know what you're thinking. 'Low-carb' clothing? Are you serious? Nope nope nope. Call shenanigans, upturn tables, get on the tweets. Reformation's brand new ten-piece fashion line is indeed called the Low-Carb collection. But rather than being some form of low carbohydrate fashion (somehow), the eco-friendly fashion label has created ten items with a severely low carbon footprint. Yep, 'low carb'.
We know, it's a straight-up, highly effective clickbaity fashion campaign. But one with a truly good heart. Created for yesterday's international Earth Day, Reformation's new collection intends to educate fashion lovers about the environmental impacts of their threads. Each Low-Carb item has an eco-gauge (or RefScale) that comes with it, allowing customers to read up on the garment's effect on the environment — we're talking manufacturing methods, impact on CO2 levels and water use for a start. The eco-gauge can be found next to each item on the Reformation website, so you can read up before you buy.
In fact, Reformation makes clothes from just three different types of materials, new sustainable fabrics, repurposed vintage clothing and rescued deadstock fabric from fashion houses that over-ordered. Plus, the collection's pretty damn crisp.
Sustainable fashion is becoming more and more en vogue, with Pharell launching his recent denim line for G-Star made from plastic bottles pulled from the ocean, to Melbourne's recently founded Hessian magazine, which focuses on eco-friendly fashion designers, collections and practices. Even if it's a little gimmicky, we're all for supporting sustainability-meets-fashion projects — depsite the clickbaity headlines.
Via Who What Wear.
Take five lessons in sustainable fashion with Hessian magazine over here.