Photo by Celeste Sloman

“Let’s get a few additional facts straight…I eat cheeseburgers, I wear leather, and I sleep on cotton sheets. As a consumer, I can rationalize these transgressions as minimal in the grand scheme of things.

“What I can’t rationalize is being a part of a business that produces tens of thousands of dresses a month in China that are hurting the world we live in. Once I realized the scope of the impact that my industry’s production has on the environment, I knew I had to make a change.

“To make Reformation clothing, we use sustainable fabrics, repurposed vintage clothing and rescued fabric from fashion houses that have over-ordered. Our office in Los Angeles also sources electricity from 100 percent renewable-power suppliers, and we use LED lighting and Energy Star–rated appliances. We pay attention to every detail and do what we can to improve every day.

“The other big piece of my approach has been educating the consumer. It’s not only our job to provide beautiful, limited-edition clothing to women around the world, but also to let our consumers know how much power they can have in the fight against traditional fashion practices.

“I hope that, moving forward, sustainability isn’t seen as an added bonus for companies. It should just be the standard.”

—Yael Aflalo, founder and CEO of Reformation, writing in Time’s Motto blog about her vision for the fashion industry.