Reformation, the L.A.-based brand that lists sustainability as one of its core efforts, is amplifying its message with its first foray into denim. The brand launched #refjeans on Thursday and already has a waitlist for some of its most coveted styles.
The seven-piece women’s capsule collection offers vintage-inspired, rigid denim jackets, a jean skirt and cigarette, flare and high rise cigarette style jeans. The brand plans to add more stretch styles soon.
The brand made the leap into denim in order to highlight and promote a more sustainable model.
Reformation listed liking making women look and feel good, along with liking to save the world, as reasons behind making the leap into denim. The company said that an average pair of jeans use up to 2,800 gallons of water a pair’s lifespan. A pair of Reformation jeans only uses about 230 gallons.
The collection retails online for $98-$128.