In 2009 Yael Afalo started Reformation, a sustainable clothing brand. It all started after she took a trip to China to see the manufacturer of a clothing line she was working on and was startled by the pollution. The fashion industry is in the top three most polluting industries in the world. She found that there were no mass scale fashionable, sustainable brands, and she decided to change that. She created the most successful sustainable clothing brand ever.  Which as of 2017 was valued at 100 million, and currently has 14 stores. 

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