03 Nov

10 More Sustainable Alternatives to Boohoo Worth Checking Out

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So you’re ready to wave goodbye to this ultra fast fashion brand, which we rate “Not Good Enough” for its negative impacts on people and planet. Lucky for you, our editors have rounded up 10 independent brands that actually deserve your attention.

Ultra fast fashion at its worst

​​Founded in Manchester in 2006, Boohoo has grown, well, fast. It expanded in 2017 by purchasing two other fast fashion brands you probably know, PrettyLittleThing and Nasty Gal. It also hires numerous social media celebrities to reach a wider audience online, including a widely criticised collaboration with Kourtney Kardashian in 2022.

Boohoo is an ultra fast fashion brand, and it should not come as a surprise when we tell you Boohoo’s fast fashion practices harm the planet, people, and animals.

Before we highlight more sustainable alternatives to Boohoo, here’s a quick recap of the reasons why we rate this fast fashion giant “Not Good Enough”.

Why Boohoo doesn’t deserve your support

Boohoo’s environment rating is “Not Good Enough”: it doesn’t use eco-friendly materials, and while the brand does measure and report on greenhouse gas emissions from its direct operations, its supply chain gets no mention. In 2019, Boohoo was even named one of the least sustainable fashion brands in the UK in a report published by the Environmental Audit Committee (EAC).

Boohoo rates “Very Poor” on the labour front, our lowest rating. Despite some of its supply chain being certified by Sedex Members Ethical Trade Audit (SMETA) Best Practice Guidance in the final stage of production, Boohoo publishes limited information about its supplier policies and audits. We also found no evidence it ensures payment of a living wage in its supply chain. In 2020, allegations about worker exploitation by a supplier of Boohoo in Leicester emerged. It was even reported that while Boohoo’s sales soared 44% percent during lockdown, factory workers were asked to work with “little to no” social distancing or personal protective equipment (PPE). Yikes.

Boohoo’s animal rating is also “Not Good Enough”: we found no evidence that Boohoo has a policy to minimise the suffering of animals. And although it doesn’t use fur, down, angora, or exotic animal skin and hair, it still uses leather and wool.

Long story short, Boohoo is very opaque and needs to disclose information and be more transparent about its practices.

What’s more, Boohoo is another typical example of ultra fast fashion, designing and putting clothes on the market faster than ever, sometimes in just under a week. By doing this, Boohoo encourages a “throw-away” culture and makes us believe we need to shop more and more to stay on top of trends, creating a constant sense of need and ultimately,  dissatisfaction.

Even Boohoo’s recent “sustainable” collection with Kourtney Kardashian is yet another signal of the alarming greenwashing trend within the ultra fast fashion industry. And even if this collection had a proper track record, it would still be a drop in the bucket compared to the brand’s overall impact.⁠ “Not Good Enough”.

Below, you’ll find a list of our favourite alternatives to Boohoo: “Good” and “Great” brands that respect the planet, people, and animals while creating on-trend styles. Here are ten ethical brands you’ll love more than Boohoo.

A note on affordability

Good On You wants to help you find sustainable options no matter your budget. But we recognise that many sustainable brands appear more expensive up front. That’s because more goes into a price tag than the cost of fabric. Fast fashion prices are often low because workers are not paid living wages, and sustainable practices are not followed in production, as is the case with Boohoo.

Fast fashion has also distorted our view of clothing prices. We now spend much less and buy far more low-quality garments than we did a few decades ago. When considering cost-per-wear, higher-quality items you’ll wear again and again end up costing less in the long run despite the initial investment.

We aim to highlight the range of more affordable sustainable brands, but we also encourage you to seek out the most sustainable options that work for you. Sometimes this means shopping second hand, other times rediscovering and restyling what you already own.

More sustainable alternatives to Boohoo


Rated: Good
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.



Rated: Good
people in tops, shirts and trousers by WAWWA

WAWWA aims to make clothing that puts the Earth and its inhabitants first by creating organic, fair trade, and vegan-friendly clothing with a positive social impact. It uses more eco-friendly materials including recycled materials, low-impact non-toxic dyes, and reuses its offcuts to minimise textile waste. Find the range in sizes XS-2XL.

See the rating.



Rated: Good

Fanfare is a UK-based sustainable brand that creates modern, contemporary women's and unisex clothing with a purpose that aims to bring change to the fashion industry. As a leading circular label, it transforms vintage pieces into unique designs using recycled materials promoting slow fashion with its repair services, take-back scheme and lifetime guarantee. Find most items in UK sizes 6-18.

See the rating.

Shop Fanfare.

Shop Fanfare @ Earthkind.


Rated: Good
3 images of frankie's latest collection

Canadian brand Frankie Collective is dedicated to innovating women’s streetwear while setting a standard for sustainability in the fashion industry. It takes inspiration from 90’s staples and reworks vintage garments to push the boundaries of contemporary style. Find most items in sizes XS to 2XL.

See the rating.

Shop Frankie.


Rated: Good
3 images of afends' latest collection


someone in black shirt and bucket hat, with jacket by Afends.

Afends – Menswear

Up to 60% off, for a limited time only. From pants to tees and sweats, featuring a slew of new prints. Exclusive 10% off Mens Sale with code GOODEXTRA10.   (Ends: 28 FEB)

Checkout code: GOODEXTRA10
Shop now
someone in fitted dress and black jacket by Afends.

Afends – Womenswear

Up to 60% off, for a limited time only - including dresses, basics & more. Exclusive 10% off Womens Sale with code GOODEXTRA10.   (Ends: 28 FEB)

Checkout code: GOODEXTRA10
Shop now

Born in Byron Bay, Afends is a 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, they purchased 100 acres of farmland called Sleepy Hollow to grow their own hemp crops and ignite the hemp revolution. Explore their range made from 100% eco-conscious threads.

See the rating.

Shop Afends.


Rated: Good

Birdsong is a boutique label producing gorgeous womenswear. Its clothes are handmade in London by knitters and seamstresses earning above the London living wage. The business is built on a philosophy of fairness and authenticity, promising customers “no sweatshop, no photoshop”. Birdsong's products are inclusively sized from 2XS-3XL.

See the rating.

Shop Birdsong.

Shop Birdsong @ SlowCo.

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: Good
3 images of spell's latest collection

Spell is an Australian modern-bohemian fashion brand inspired by far-off places, vintage treasures, and childhood memories. Proudly designed and sampled in Byron Bay, and produced responsibly in factories around the world.

Most garments are available in sizes 2XS-2XL.

See the rating.

Shop Spell.


Rated: Good

STANLEY/STELLA celebrates simplicity in its pieces by focussing on comfort, quality, and durability. It uses 100% organic cotton and mainly recycled polyester to support the circular economy and reduce waste.

See the rating.


Whimsy + Row

Rated: Good


person lounging in black dress by Whimsy + Row.

Whimsy + Row – Warehouse Sale

With even more reductions, check out your favorites at Whimsy+Row's Warehouse Sale, including overstock, damages and samples. 30%-80% off Warehouse Sale.   (Ends: 5 FEB)

Shop now

Whimsy + Row is an eco-conscious lifestyle brand born out of a love for quality goods and sustainable practices. Since 2014, its mission has been to provide ease and elegance for the modern woman. Whimsy + Row utilises deadstock fabric, and by limiting each garment to short runs, the brand also reduces packaging waste and takes care of precious water resources.

Find most products in XS-XL.

See the rating.

Shop Whimsy + Row.

Shop Whimsy + Row @ Earthkind.

Editor's note

Feature image via Fanfare, 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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