Atelier Riforma is an innovative social startup created in 2019 by Elena Ferrero and Sara Secondo and incorporated in 2020 in Turin. Their mission is to reduce the environmental impact of the textile-fashion industry through the circular economy.

It is an artificial intelligence technology that, from the photo of a garment and its label, can extract all the characteristics important for its circular retrieval (for example, the type of garment, the gender, season, size, color, composition, etc.) This technology is being made available to all organizations that collect discarded clothing, so they can use it to catalog and "digitize" what they collect. The images and data of all cataloged garments then converge on Re2Circular's B4B digital marketplace, through which they can wholesale their garments to circular fashion companies that are looking for used garments for their business (eg. , thrift stores, recyclers and redesign professionals).