Reformation CEO says all products are now recyclable as brand plans expansion

Hali Borenstein, chief executive of fashion brand Reformation, told Time that the company is ahead of schedule on its 2030 circularity commitment and that 100% of its products are now recyclable.

Borenstein said the company pairs product and brand strength with a fast, geographically diverse supply chain—more than half of Reformation’s product arrives in 60 days or less—and proprietary in-store technology that helps drive a roughly 60% conversion rate from try-ons to purchases. She also highlighted sustainability wins such as recycled cashmere and said the company is working to minimize new materials while focusing on materiality and transportation emissions.

Looking ahead, Borenstein outlined growth through broader product lines (including a new jewelry category), geographic expansion—about 20% of revenue currently comes from outside the U.S., with notable traction in Europe—and channel growth, including plans to open 15 stores in 2025. She acknowledged macro challenges like tariffs and supply-chain disruption but said the business is growing healthily and is on track to meet record annual revenue targets as it pursues climate-positive and fully circular goals by 2030.

Key Topics

Business, Hali Borenstein, Reformation, Permira, Recycled Cashmere, Supply Chain