. >> we met ceo halle borenstein kathleen talbot at one of reformation stores. >> we have 100% traceability. >> the l.a.-based brand has been betting big that being sustainable can also be profitable. >> if something could be more expensive, how do you do this and still stay profitable? >> we set out early on to determine and to prove out that you can both be a profitable business and be sustainable. because by definition, it's not sustainable to lose money, right? >> they look for greener alternatives like cutting down on the use of synthetics. >> we actually don't allow for synthetics in a lot of the categories that would be machine washed or where we think we have a good natural alternative. >> 60% of all new clothing on the market are made with synthetic fibers, derived from fossil fuels. >> for synthetics, it will take over 200 years for it to biodegrade. just like throwing plastics away. it's the same thing. >> another method using excess fabric others would have thrown away. >> 15% of our product today is made with dead stock. and dead stock is really fabric that is end of life. it w