In the mid-2000s, Yael Aflalo had an important insight: Consumers care more about sexy, well-designed clothes than about sustainability. So to be an effective Earth-friendly fashion label, you need to lead with a cool brand and then introduce your customer to your ethical manufacturing processes. This is what she did when she launched Reformation in 2009. The brand has since become a favorite brand among celebrities like Taylor Swift and fashionistas. But Aflalo is obsessive about tracking the environmental impact of each garment made, giving the customer an itemized list of how much CO2, water, and waste is diverted in the production process, and offering instructions about how to tend to the garment without polluting the environment. In 2018, Reformation recycled more than 75,000 pieces of clothing through partnerships with resale sites like Depop and ThredUp. The brand either reused or recycled the garments back into the fashion system, eliminating waste through a circular system.