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20 Dec

The 2019 Ethical Fashion Naughty and Nice List

Our editors curate highly rated brands that are first assessed by our rigorous ratings system. Buying through our links may earn us a commission—supporting the work we do. Learn more.


2019 has been a busy year for the Good On You team! Using our world-class methodology (that now takes into account 91 standards and certifications schemes) we rated 822 brands, bringing up the total number of brands on the app to 2,593 (say whaaaaaat)! This year was also a significant one for sustainable and ethical fashion as a whole, with important conversations finally becoming mainstream and voices getting louder and louder.

There was some good and some bad, and as 2020 approaches, we thought we’d give you a round-up of the brands with the best and worst ratings of 2019. Fashion brands better watch out—we made a list, checked it twice, and we found out who’s naughty or nice!

The nice brands

Good Society

Rated: Great

Good Society is a German brand that produces its range in Italy from 100% organic cotton. It’s also 100% vegan, which means it gets top marks from us across the board. Check out their men’s and women’s denims that come in a range of styles.

See the rating.

Shop Good Society.

MUD Jeans

Rated: Great

Dutch denim brand MUD Jeans is all about sustainability. Not only does it offer a repair service, but it also provides a rental service where you can lease a pair of jeans for up to a year! MUD Jeans uses a combination of GOTS certified organic cotton and post-consumer recycled cotton. MUD Jeans are available in a range of sizes, usually from W25 L30-W33 L32 for women and W28 L34-W36 L34 for men.

See the rating.

Shop MUD Jeans.

Shop MUD Jeans @ Labell-D.

Tuckerman & Co

Rated: Great

Tuckerman & Co makes premium dress shirts using the finest organic cotton, Italian fabric, and expert New England craftsmanship. It does not use any animal-derived products and is rated ‘Great’ for both Labour and Environment. If you’re looking for a high-quality, eco-friendly and ethical brand for work, Tuckerman & Co literally is the best brand on our radar.

See the rating.

Shop Tuckerman & Co.


Rated: Great

Gary Mash was founded in 2013 based on 3 criterias: the products had to be 100% vegan, fair, and sustainable. The brand uses eco-friendly materials, including GOTS certified cotton, ensures a large proportion of its workers are paid a living wage, and does not use any animal-derived materials! This is why it rates ‘Great’ on all fronts and is part of our best rated brands on Good On You.

See the rating.


Saint Basics

Rated: Good

Saint Basics creates the next generation of vegan eco-basics for people inspired by change. The brand is fully Oeko-Tex certified and has adopted the GOTS Code of Conduct to protect its workers’ labour rights.

See the rating.

Shop Saint Basics.

The naughty brands

Unfortunately, some brands have been (and continue to be) naughty. But what do we mean by naughty? Naughty brands are the ones which do not provide sufficient relevant information about how they reduce their impact on people, the planet or animals. This means it is  impossible for us to rate them, and for you to know how the products you buy affect the issues you care about.

Sometimes, it means the brand isn’t doing anything, or very little, to have a positive impact, but not always. Some of the naughty ones are fast fashion brands, who create cheap clothing at breakneck speed; some are more expensive brands, yet they’re all rated ‘We Avoid’.

Transparency is the first step towards a more sustainable business and we think you have a right to comprehensive and accurate information about how a brand impacts people, the planet and animals!

1. AllSaints

2. Gymshark

3. NA-KD

4. Fashion Nova

5. Romwe

So there you have it, the nicest and naughtiest brands on our list!

A new decade is coming so let’s not lose hope! There are many more brands who are doing their best to reduce their impact on people, the planet and animals, so to all the ethical and sustainable fashion brands out there, thank you.

And for the ones who are not doing so great, we urge you to start thinking about doing the right thing, starting with being more transparent.

If you’d like to know more about a brand that has not been rated yet send us an email at [email protected]!

Editor's note

feature image via MUD Jeans, all other images via brands mentioned. Good On You publishes the world's most comprehensive ratings of fashion brands’ impact on people, the planet, and animals. Use our directory to search thousands of rated brands.

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