#24: Sustainable Dresses and a Deadpan Brand Voice
It can only be Reformation
Today I’m talking about Reformation. Not the Martin Luther one, the sustainable fashion brand one. The Reformation that’s been taking 20-something fashionistas by storm since morphing from LA vintage store to online clothing phenomenon in 2009.
The highs and lows of Reformation
As the story goes, Reformation founder Yael Aflalo had been sourcing clothing from China but disillusioned with the supply chain, decided to open a factory in LA. In 2013, she started to sell directly on the web, nailing Reformation’s home-grown, sustainable credentials to the mast. Two years later, having approached styling and photography not quite like anyone else, Reformation had brought in over 25 million dollars in revenue.
But amongst the phenomenal sales, sassy attitude and drool-worthy dressing, Reformation began to court the wrong kind of controversy. Dogged by firsthand allegations of racism towards staff and with management denounced as a clique of obsessive selfie-takers, Yael stepped down as founder in 2020. A time of introspection followed…
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Unpicking Reformation’s verbal identity
Despite the colourful history, that’s not why I want to talk about Reformation.
No, what I can’t get enough of is that voice. That dead-pan, eye-rolling, I-don’t-even-care voice that sounds like no one else. Let’s start with the email marketing.
Look at this email subject:
When you open the email, bold photos match up with hardly any text to read like a tiny story.
Gotta go
Neon Ref shoes are here
For looking hot as you’re walking away
From your house
Or a date who doesn’t think climate change is real
Bye
And how about social media? I love this caption; it’s the perfect way to acknowledge there’s a lot of greenwashing going on in fashion while showing off your own sustainability with a massive amount of cred.
“90% recycled cashmere. Because we’re not perfect, despite what our moms may tell us.”
So why does it work?
Its strength creates ultimate fans
Constant references to relationship status. Ridiculously direct. Defiant, bold and unapologetic. In a world where fashion is having an existential crisis about its very existence, where identity is bewildering, this voice is rebellious and refreshing. And if you don’t agree with who they are, you can go away. This is a voice that’s so strong it’s divisive, either pushing people away or creating die-hard fans.
A voice that talks in the audience’s shoes
Reformation talks the everyday experience of its customers out loud. And that makes you feel like you’re not on your own. It makes you feel like you’re part of something. It’s more than fashion, it’s a directive for living, sticking two fingers up at whatever society says is normal for relationships or a stage of life.
Unswerving from FAQs to Tiktok
From web page to product description to email, the big themes of this voice never change: defiance, relationships, looking good, climate change. With sass.
FAQ: “How do you verify that your certifications are actually legit?”
Brand strapline: “Being naked is the #1 most sustainable option. We’re #2.”
Tiktok: “Matthew McConaughey not included with purchase.” (On finding the perfect copy of the ‘How to Lose a Guy in 10 Days Dress’)
Determined to walk the walk
It’s a bold voice for a bold brand that makes bold moves. Reformation will be climate positive by 2025. It’s literally making massive strides towards the kind of fashion economy we really need.
Despite the mistakes, Reformation is a brand voice leader. And if you don’t like it, they’ll break up with you. OK?
Need a hand with your brand? Need to sort out what you say and how you say it?
Sustainable clothing: 3 we like…
1. LNDR. Tough-talking with a strong belief in less but better; this activewear brand was built for London women and city life. Some models look like they might bite your head off.
“We don’t do trends, gimmicks, influencers or compromise. We just do killer kit that feels as great as it looks”.
2. The Cirkel. Founded with the goal to make second-hand fashion everyone’s first choice, The Cirkel is leading the circular fashion economy with vintage designer togs that are actually affordable.
“Simply by choosing pre-loved over new, you can reduce the carbon footprint of a garment by over 82%”.
3. Pala Eyewear. Did you know that restoring sight is one of the most cost-effective health interventions to reduce poverty? Pala is a B Corp-certified eyewear brand that partners with Visionaid in Africa, creating sustainable jobs and small-batch, Italian-made sunglasses.
“Sustainable sunglasses with ethical values”.
A small thing big…
When Ben Matthews decided to set a metric to see how well his digital agency was performing, he knew the ordinary kind of stuff wouldn’t cut it. Unlike Amazon (measuring numbers of monthly purchases) or Facebook (measuring monthly users) he decided to set a different ‘North Star’ based on how well the agency had satisfied people.
This week’s favourites…
Obsessive over colourful Scandanavian knitting. Above photo by Embraknit. Also this: HipKnitShop knitting a fluffy strawberry motif jumper to a Timbaland soundtrack.
Highly recommended by The Stitch Writer's finest, our copywriter Immy, is The Modern House podcast. This one with Christopher Kane is apparently unmissable.
Read this book, loved it.
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