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20 May

8 Brands You’ll Love More Than ASOS

Founded in 2000, ASOS has quickly grown to become one of the world’s most popular online fashion destinations. In fact, if you’ve ever been in need of a last-minute outfit, or been on the lookout for a one-stop-shop for your fashion shopping, you’ve probably landed on ASOS. And for good reason—ASOS stocks over 850 different brands, AND also makes its own range of affordable clothing and accessories.

We get it, ASOS is cheap and cute. But behind the scenes, things aren’t as bright and shiny: ASOS is known to be a fast fashion retailer, and despite some improvements in recent years, the company could do much better.

ASOS is rated ‘Not Good Enough’ overall. Some progress has been made by implementing measures to reduce carbon emissions, using eco-friendly materials, and offering a more conscious collection. However, much more can still be done—almost none of its supply chain is certified by labour standards which ensure worker health and safety, living wages, or other labour rights, and even more problematic is that we found no evidence it ensures payment of a living wage in its supply chain. Even if ASOS has banned fur and committed to eliminating some animal products by a set date, it does still use many animal-derived materials without specifying sources.

If you’ve got an ASOS habit that just won’t give, check out the Responsible Edit for better choices. Or even better, try ASOS stocked brands that we rate highly, such as People Tree!

But if you’re trying to break up with fast fashion, we’ve got your back. Here are some of our favourite alternatives to ASOS.

Sustainable alternatives to ASOS


Rated: Good
3 images of afends' latest collection

Born in Byron Bay, Australia, Afends is a more responsible brand leading the way in hemp fashion. Drawing inspiration from the environment, streetwear, and surf culture, Afends’ mission is to create more sustainable clothing through innovation, action, and positive change. As true hemp advocates, it purchased 100 acres of farmland called Sleepy Hollow to grow its own hemp crops and ignite the hemp revolution.

Find most of the range in sizes XS-XL.

See the rating.

Shop Afends.

Yes And

Rated: Good

Yes And is a US brand loved for its prints and comfortable jersey basics. It uses lower-impact non-toxic dyes and lower-impact materials including organic cotton and TENCEL Lyocell.

Most items are available in sizes XS-XL.

See the rating.

Shop Yes And.


Rated: Good

Certified B Corp Kotn is based in Canada and works with local NGOs on the ground at the Nile Delta to provide every child in their farming communities with quality education, and to help close the gap of low literacy rates amongst communities. With every purchase, not only will you get a beautifully made garment, but you'll also help fund school infrastructure, materials, and salaries for teachers.

Find Kotn in sizes XS-2XL.

See the rating.

Shop Kotn.

Plant Faced Clothing

Rated: Good
3 images of plant faced's latest collection

Streetwear without the sweatshops, that's the motto of this British 100% vegan and cruelty-free streetwear apparel brand that is all about promoting a new wave of consciousness that supports the non-harming or exploitation of any beings in fashion production.

Buy Plant Faced Clothing in sizes XS-2XL.

See the rating.

Shop Plant Faced Clothing.


Rated: Good
3 images of CHNG's latest collection

CHNGE is a US-based more sustainable fashion brand using 100% organic material, built to last a lifetime while making a statement.

Find CHNGE's inclusive clothes in sizes 2XS-4XL.

See the rating.


In the Soulshine

Rated: Good

In the Soulshine is an Australian brand that loves fashion, but doesn't want to exploit people or animals or destroy our planet in the process.

Find the range in sizes 2XS-2XL.

See the rating.

Shop In the Soulshine.


Rated: Good
images of people in a short, skirt and a dress by ABLE and image of person's feet in sandals by ABLE

ABLE is a US-based clothing and accessories brand that works with communities all over the world to make a meaningful impact, producing slow fashion that pays a living wage to women who have faced extraordinary circumstances. It uses lower-impact materials, and reuses water and materials to minimise waste. With thoughtful design and a level of quality that guarantees its products for life, its pieces aren't just an investment for your wardrobe, they are an investment in women around the world.

Find the range in sizes 2XS-2XL.

See the rating.

Shop ABLE.

nat’v basics

Rated: Good

nat'v basics is an Australian responsible underwear label designed for the everyday woman. Made from recycled and lower-impact materials, nat'v basics pieces are designed to be the most comfortable basics you’ll ever wear. No frills or trims or awkward bits—so you can put them on and forget you’re wearing them.

Find the range in AU sizes 6-20.

See the rating.

Shop nat'v basics.

Vestiaire Collective

women wearing stylish sustainable dress, jacket, and jumpsuit from Reformation

If you’re on the hunt for unique and cut pieces, why not have a look at second hand? Vestiaire Collective is peer-to-peer platform that allows you to easily and safely buy pre-owned luxury items. Vestiaire’s items are independently authenticated and evaluated to ensure the described condition matches the actual item you receive. PANGAIAReformationAdidas, and Stella McCartney are among our favourite brands to buy on Vestiaire Collective.

Shop pre-owned fashion @ Vestiaire Collective.

Like to shop sustainable fashion in one place? Check out our favourite ethical retailers

Editor's note

Feature image via ASOS, 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. We love to recommend some of the best sustainable brands, rated ‘Good’ or ‘Great’. We also encourage shopping pre-owned as another great way to reduce the impact of our fashion choices. Use Good On You to search thousands of rated brands. We may earn a commission on sales with top-rated partners made using our offer codes or affiliate links.

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