9 Brands You’ll Love More Than ASOS - Good On You
20 May

9 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

nu-in is a European brand that features activewear, loungewear, and underwear collections, as well as trend-led men's and women's ranges. It prioritises the planet by using a high proportion of eco-friendly materials, and reuses offcuts to minimise textile waste. The brand is inclusively sized, and features an extended sizing range up to 6XL!

See the rating.

Shop nu-in.


Rated: Good
3 images of afends' latest collection

Afends is an Australia-based fashion brand leading the way in organic hemp fashion, using renewable energy in its supply chain to reduce its climate impact. You can find the full range in sizes XS-XL.

See the rating.

Shop Afends.

Yes And

Rated: Good

YES AND aims to banish the stigma that sustainable fashion has to sacrifice style, quality, fit, color, comfort or price. With this US-based brand you can actually have it all, and more: it is certified organic, low-impact dyed, and ethically made! You can find most items in sizes XS to 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 adorn a beautifully made shirt, but 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 sweatshops, that's the motto of this British 100% plant-based, ethical, eco-friendly, and cruelty-free streetwear apparel brand. Buy Plant Faced Clothing in sizes XS-2XL.

See the rating.

Shop Plant Faced Clothing.


Rated: Great
3 images of CHNG's latest collection

CHNGE is a US-based 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 a brand that loves fashion, but doesn't want to exploit people or destroy our planet in the process.

See the rating.

Shop In the Soulshine.

The Nude Label

Rated: Good

The Nude Label curates comfy vegan underwear, swimwear, and sandals that feel as good as they look. All the pieces are made in a family-run factory in Valencia, Spain. The closeness to the studio allows the Nude Label to have a bigger control over the process and ensure good working practices. Most products are available in XS-XL.

See the rating.

Shop The Nude Label.

nat’v basics

Rated: Good

nat'v basics is an Australian eco-friendly underwear label designed for the everyday woman. Made from recycled and sustainable 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 most items in sizes 8 to 16.

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 more than 3,000 brands. We may earn a commission on sales with top-rated partners made using our offer codes or affiliate links.

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