sustainability. A word that occupies an almost exclusive place in the 21st century lexicon, next to “meme,” “emoji,” and “vibes.” For new performance wear brand Reflo, sustainability is the very reason the brand was born. “Our goal is simply to be the most sustainable apparel brand in the world,” Reflo founder Rory McFadyen told us when we sat down with him late last year. . The brand is fresh off a busy January that included announcing Harry Kane as golf ambassador and investor and launching a limited edition collection in partnership with Waste Management Phoenix Open.
It's now common knowledge that our climate is changing rapidly, and it's up to individuals and businesses to find more sustainable ways to consume and create the products we use every day. Masu. Golfers' hobbies and professions are directly tied to the environment in which they can play golf safely, and they are being given more and more options as the gaming industry's leading brands begin to adapt. But McFaddin wanted to start a movement from scratch, with sustainability at its heart rather than conformity. In 2019, McFaddin, who has a background in the golf industry, looked for ways to create a truly sustainable apparel brand from the inside out.
“When we dug deep into what apparel brands are and how they function, we discovered some truly appalling practices: fabric dyeing techniques, cutting techniques, raw materials, Italian fabrics. Shipping to factories in China and then back to Europe, and the exploitation of cheap labor – this was fast fashion's race to the bottom, with 20% of clothes ending up in landfills before they were even worn. It's not biodegradable, so it's going to be there forever. We thought there had to be a better way to do this. So we spent about three years researching how to do it. Did.
Reflo founder Rory Macfadyen and Harry Kane (January 2024)
(Image credit: Reflo)
“We built Reflo from the ground up based on the North Star Indicators of Sustainability. We didn’t want to use sustainability just as a marketing tool. Sustainability needs to be behind everything we do. The sustainability credentials speak for themselves. His Reflo best-selling products, such as the Lapter hoodie, Congo polo, and Tobol polo, are made from 90%, 92%, and 100% recycled polyester, respectively. As part of his latest SS24 collection, the brand has introduced his system called Reloop, offering apparel that is made from 100% recycled materials yet is 100% recyclable. MacFadyen explained how the system works.
“There is a QR code on the back of your neck that, when scanned, will take you to the Reflo landing page. After scanning the QR code, you enter your details and it will show you where to ship. Back to us managing the logistics.While we design and manufacture recyclable products, we work with our recycling partner Plan B to do the recycling itself, and with the Circular Textiles Foundation to to ensure that it meets all recycling standards.”
Reflo apparel has a wide range of uses beyond golf.
(Image credit: Reflo)
“The clothing literally goes through the same process as recycling a plastic bottle: it goes through a machine that strips it, heats it, and turns it into pellets. Those pellets can then be extracted and turned into textiles again. So it's a completely closed-loop system, a first in golf, and something we're very proud of.”
Fabric isn't the only thing that matters to Reflo. “We plant a tree for every product sold, there is no single-use plastic in our supply chain and the bags our clothes arrive in are completely biodegradable. We only work with factories that are offset and guarantee fair working conditions and wages.''Currently, only one garment in the SS24 collection is part of the Reloop program, but from the upcoming Autumn/Winter range. is expected to increase to 8th place.
As I sat down and spoke with Rory over a video call, I learned how passionate he is about sustainability practices and ensuring that brands stick to sustainability and improve sustainability in principle. was clearly obvious. Similarly, his dissatisfaction with glacial movements in some areas was evident when he entered the conversation about how well other companies in the industry were adapting.
“We see a lot of big brands talking about sustainability, whether it's the golf industry or the apparel industry, but for some brands, sustainability is purely a marketing tool. This is not a metric for Northstar. , I won't mention specific brands, but when I saw a polo shirt in a pro shop, it had a label that said, “This is made from recycled materials,” but that polo shirt wasn't. It turned out that it was made of virgin polyester. But it was only a swing tag and it was a recycled product. There was no purpose other than the green signal. I think this is a great way to understand how existing big brands operate. They only have a small part of their product range that may contain sustainable or recycled content. I have also seen products with as little as 10% recycled content as part of their 'sustainable range'. there is. ”
Golf Monthly tested two of Relfo's newest garments: the Raptor Parka and the Tobol Polo. Quality and style rival the best in the industry.
(Image credit: Future)
McFaddin is referring to what has become known as greenwashing. Giving a false impression or misleading information about how a company maintains its sustainable credentials is called greenwashing. As market demand for sustainable products continues to grow, some companies are cutting corners, misleading the public, and greenwashing their products as a result. Companies that make unsubstantiated claims, mislead labels, hide their public environmental image or trade-offs, or greenwash are doing more harm than good and, when discovered, are discouraged from taking appropriate environmental actions. Consumers may lose trust in the company doing so.
It is important for the public to call out greenwashing when they see it, and to do proper research to purchase “green” products. Certifications such as B-Corps, or the use of fabrics approved by the Global Recycling Standard (GRS) or Oeko-Tex certified, help consumers know that the products they purchase meet green standards. This is a guaranteed method. promise. All fabrics used in the SS24 series are GRS and Oeko-Tex certified, although Reflo is currently finalizing its B-Corp certification and hopes to have it completed by the end of the year.
Part of the battle for sustainable clothing companies is to emphasize that sustainable practices must not come at the expense of performance, quality, or comfort. His testing of Reflo clothing over the past 12 months shows its performance rivals the best in the industry. “The real perception is that much sustainable clothing is not as comfortable or as good quality as existing clothing, so it is important to us that we do not bring anything to market that reinforces this preconception. It was a top priority for us.”
Reflo apparel can be worn for a variety of sports and physical activities. Such versatility in a single garment should reduce consumption by allowing people to buy less and wear more.
(Image credit: Reflo)
“That's why it took us three years to launch, because we took a long, long time to make sure our fabrics were as good as, or better than, what was already out there. Creating these sustainable products. is all good, but if someone wears it once and never wears it again, that becomes part of the problem.”
Floods, droughts, and scorching temperatures threaten the very game we love. Trying to “do your bit” as an individual in a world of 7 billion people may seem like a daunting task, but a new brand is helping consumers make clear purchasing decisions that are better for the environment. I feel relieved when I see them appear. Many point to large corporations as the main driving force for moving our society in a more sustainable direction, but there are brands with the same drive, passion and sustainable moral compass as Reflo. If we start showing up more, we will definitely start moving in the right direction. The brand has proven to the golf apparel world, and all fashion brands, that sustainability doesn't mean sacrificing performance, quality or style. No doubt, Reflo will be looking to be at the forefront of leading the golf apparel industry to a more sustainable future.
