Fashion Brand Reformation Sets Climate Positive Goal

A fashion brand known for its eco-friendly dresses decided that being sustainable wasn't enough anymore.

In 2019, Reformation set out to become "climate positive," meaning the company would actively remove more carbon from the atmosphere than it produces. The Los Angeles-based fashion brand had built its reputation on transparency, releasing annual climate reports and positioning itself as a leader in sustainable style.

But two major reports from the Intergovernmental Panel on Climate Change that year shook the company's confidence. The findings made Reformation's sustainability team question whether their efforts were making a real difference in the face of the global climate crisis.

Rather than retreat, the company doubled down. Reformation announced it would go beyond reducing harm and actually heal the planet through its business practices.

The timing was significant. Reformation had just sold a majority stake to private equity group Permira, giving it new resources to invest in bigger environmental goals.

The Ripple Effect

Reformation's shift represents a growing movement in fashion and beyond. More companies are realizing that "less bad" isn't good enough when it comes to climate action.

The climate positive approach means not just cutting emissions from manufacturing and shipping, but actively investing in projects that pull carbon from the air. It's a higher bar that challenges other fashion brands to think bigger about their environmental impact.

When a mainstream fashion company commits to reversing climate damage rather than just slowing it down, it shows customers and competitors alike that ambitious climate goals are achievable. The company's transparency about its journey, including moments of doubt and recalibration, makes the goal feel more honest and attainable.

The fashion industry accounts for roughly 10% of global carbon emissions, making corporate climate commitments in this sector particularly meaningful for the planet's future.