Reformation's new "farm to butt" denim line is bringing sustainability to a new level

Blue jeans are getting way more green thanks to Reformation

Woman wearing denim jeans and jacket
(Image credit: Getty Images/ Westend61)

Sustainability is something on all of our minds—we all try to do our bit and be more conscious, and brands are starting to follow suit. Nowadays, you have plenty of eco-friendly options to shop, from sustainable activewear to the best sustainable jewelry brands and even the best sustainable face masks to wear while you shop.

Fashion brand Reformation has now taken a huge leap to sustainability, with their new denim collection in collaboration with FibreTrace.

The new range features six different denim styles from '90s mom and flares, to slouchy jeans and shorts. The "farm to butt" jeans (we’re loving the name!) are made of Good Earth Cotton, which is sourced from the world’s first climate-positive farm in Australia. The farm absorbs more carbon than it emits.

What makes this collab so exciting is its use of FibreTrace technology, which tracks the fabric from the beginning of its journey to the end. And the way it does it is amazing: FibreTrace embeds scannable pigments into the fabric so you can scan the label of your brand new jeans and view the denim's "entire life cycle."

The pigment is added into the raw cotton, and is scanned at every step of the process, and is then shared with consumers. To quote Reformation, those are some "smart ass jeans."

Reformation have said about their brand's mission: "We’ve been working to develop denim that focuses on durability, material health, recyclability and traceability and is made to be circulated, not wasted. This collection meets all of the project’s guidelines, and helps make fashion a little more circular."

Yahoo Finance quoted Kathleen Talbot, chief sustainability officer of Reformation, who said: "As a sustainable fashion brand, it’s on us to drive supply chain solutions that lead to better impacts for people and the planet."

She continued: "We’re so energized by our new collection that leverages FibreTrace’s technology for the first fully traceable pair of jeans in the U.S." Reformation has also claimed that the brand will be completely climate positive by 2025.

Shop the new denim collection below!

Naomi Jamieson
Lifestyle News Writer

Naomi is a Lifestyle News Writer with the Women's Lifestyle team, where she covers everything from entertainment to fashion and beauty, as well as TikTok trends for Woman&Home, after previously writing for My Imperfect Life and GoodTo. Interestingly though, Naomi actually has a background in design, having studied illustration at Plymouth University but lept into the media world in 2020, after always having a passion for writing and earned her Gold Standard diploma in Journalism with the NCTJ.

Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.