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In a move that could only be described as a match made in heaven, Reformation just updated its latest dating status to ‘in a relationship’ with none other than Pete Davidson. Yes, you read that right: the comedian is now the brand’s official boyfriend, and he just gets it.
In a new campaign video, Reformation makes it clear: the brand is not interested in anyone who questions your need for another high-quality and sustainable basic (because, let’s be real, it’s a necessity). Ref is also cutting ties with those who can only muster a fleeting, disinterested glance at your jeans.
Instead, they’re looking for the ultimate cheerleader-slash-boyfriend, someone like Davidson, who’s right there to hype you up as you debate between the Val Mid-Rise Jeans or the Abby Low-Rise Jeans. And hey, sometimes you just need someone to tell you how good you look, and the SNL alum has got that covered, too.
“You’ve seen regular boyfriends on shopping trips–uninspired, bored, playing chess on their phone. Our boyfriend is different,” Reformation says in a press release for the new campaign. “He supports your decisions. He’s invested in your happiness. That’s enough to make us love Pete, but we also have a ton in common. Like reliability. Flattery. Sexiness.” OK. We’re swooning.
This collaboration puts a new spin on the notion of “boyfriend material,” as the brand has curated a collection of limited-edition cozy essentials that are as practical as they are playful. Picture super-soft sweatshirts and boxer briefs that double as the ultimate binge-watching gear for at-home date nights.
Just in time for Valentine’s Day, the launch is all about celebrating you, whether you’re spending it with a partner or solo. Every piece in this lineup is designed with love in the details and sustainability at the forefront. Shop the collection below.
