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When it comes to things we can do to help our environment out after Earth Day, a gazillion ideas come to mind: cleaning up a park, planting a tree or even learning about environmental issues by picking up some Earth Day books. Online shopping, however? Probably not one of them. But according to Yael Aflalo, the genius behind eco-friendly fashion brandReformation, it definitely should be. 鈥淔ashion is the third most polluting industry in the world,鈥 she tells us. 鈥淢ost people don鈥檛 know that.鈥 Guilty as charged 鈥 we certainly didn鈥檛!


That fact is exactly what Yael is trying to change with her company鈥檚 new and improved personalized RefScale dashboard. This handy shopping tool keeps track of the carbon, water and waste savings per garment that you鈥檒l be individually contributing when you purchase from Reformation, rather than another more typical industrial-produced line with commonplace materials, like cotton 鈥 a fabric Yael says hurts the environment. 鈥淎 typical cotton t-shirt uses 200 gallons of water,鈥 she says.


Compare that to Yael鈥檚 new Tencel tee collection, which uses 鈥 wait for it 鈥 six gallons. And that鈥檚 not all. 鈥淏ecause Tencel is manufactured in a closed-loop process, our t-shirt is also 200-300 times less toxic to rivers and oceans.鈥 That鈥檚 definitely impact-worthy. In fact, Yael says Reformation鈥檚 two new Tencel shirts alone (aptly dubbed 鈥Do It for Leo鈥 ($48) and 鈥F*ck Cotton鈥 ($128), will save 5,029 gallons of water 鈥 that鈥檚 roughly 251 showers.


It鈥檚 stats like these, along with a perfectly casual-cool aesthetic (see The Cha Cha Dress, ($118), a personal favorite of Yael鈥檚) that keep celebs like Taylor Swift, Rihanna and Karlie Kloss coming back for more. In fact, while you鈥檝e no doubt heard the rumors that Karlie Kloss herself would be joining forces with the line for a collab (a no-go, unfortunately, according to Yael鈥檚 camp), the fashion power house did hint at a few upcoming, ahem, surprises. 鈥淐an鈥檛 spoil anything, but I will say that we have some fun things in the works,鈥 Yael teases.

Okay, so we can鈥檛 quite pinpoint a name based on that tidbit alone, but we can speculate that whoever Yael chooses to work with will have several qualities in common with the designer herself. 鈥淚 admire smart, creative women who aren鈥檛 afraid to innovate within their industry,鈥 she tells us, citing Karlie Kloss for her coding camp, along with Danielle Weisberg and Carly Zakin of theSkimm. In fact, it鈥檚 鈥渂eing innovative鈥 that鈥檚 Yael鈥檚 biggest piece of advice for other budding fashion designers. 鈥淔ind your own way,鈥 she says. 鈥淵our point of view and your vision are the things you have to offer, so use them.鈥

Yael, for one, envisions a full-scale Reformation takeover of epic proportions. 鈥淥ur long view is that we will be a go-to fashionable lifestyle brand for all things sustainable,鈥 she says. After all, as she puts it best, 鈥淚t鈥檚 the little choices we make every day that can change the world.鈥 We couldn鈥檛 agree more.

Are you excited to shop with the new eco-conscious dashboard? Let us know over @BritandCo!

(Photos via Katie Friedman and Reformation)