25 Mar

12 Ethical and Sustainable Brands You’ll Love More Than H&M

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If you like the H&M vibe but don’t fancy contributing to the exploitation of the planet and people, you’ll be happy to know there are many ethical alternatives to H&M.

Why we rate H&M “It’s A Start”

I was born in Sweden. I’m the second-largest retailer in the world, just behind Zara’s owner, Inditex, and I am one of the world’s most recognisable and popular fast fashion brands. Who am I?

If you guessed H&M, you’re right.

H&M is incontestably one of the main fast fashion giants and has long been the target of widespread concern about its impact on the environment and the workers who make its clothes.

While H&M has set science-based targets for its greenhouse gas emissions and made a little progress for the environment and the animals, the brand is still failing on many fronts.

Long story short, H&M gets an “It’s A Start” rating from us, as it still operates under an unsustainable, fast fashion business model—and no ‘conscious’ collection can change that. And despite promises to the contrary, the brand still needs to ensure payment of a living wage across its entire supply chain.

women wearing ethical and sustainable fashion from three ethical alternatives to H&M

We understand those new trendy styles and cheap price tags may be tempting, but they are often a good indicator of the materials’ poor quality. They also highlight that the people making those clothes are working in conditions that, while improving, are not where they should be.

So if you like the H&M vibe but don’t fancy contributing to the exploitation of the planet and people, you’ll be happy to know there are many ethical alternatives to H&M.

These eco-friendly H&M alternatives are not only ethical and sustainable; they’re timeless in style, will last you a lifetime, and are made by brands designed to leave a light footprint on the earth from the very beginning. And they’re all rated “Good” or “Great” by us.

Read on to discover 12 sustainable stores like H&M, that offer quality, affordable, and trendy clothes, while taking care of the earth and its inhabitants.


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.



Rated: Good
3 images of afends' latest collection


Someone wearing denim jeans by Afends.

Afends – Men’s Denim

Laid back or loosened up. Reworking denim staples, with worn washes and utilitarian details. Made from organic cotton and hemp. Find your fit for denim that never dies. Buy 1 pair of jeans, get 1 free Men's Denim. (Ends: 30 SEP)

Shop now
Someone sitting on denim jeans wearing womens denim jeans by Afends.

Afends – Womens Denim

Pick your go-to player with our must-have high rise jeans, classic 90-inspired flared jeans or low rise baggy fits. Find your fit for denim that never dies. Buy 1 pair of jeans, get 1 free Women's Denim. (Ends: 30 SEP)

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.

Find most of the range in sizes XS-XL.

See the rating.

Shop Afends.

Seek Collective

Rated: Good

Seek Collective is a US brand of thoughtfully made items with a dedication to transparency, authenticity, craft, and sustainability. Seek is focused on establishing connections between art, product, consumers, process, and makers. Its items are made in India through partnerships with like-minded communities and people.

Find most products in XS-L, with an extended sizing range up to 4XL.

See the rating.

Shop Seek Collective.

Yes And

Rated: Good

Yes And aims to banish the stigma that responsible fashion has to sacrifice style, quality, fit, colour, comfort, or price. With this US-based brand you can actually have it all, and more: it is certified organic, lower-impact dyed, and more ethically made.

You can find most items in sizes XS-XL.

See the rating.

Shop Yes And.


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 responsibility in the fashion industry. It takes inspiration from '90s staples and reworks vintage garments to push the boundaries of contemporary style.

Find most items in sizes XS-2XL.

See the rating.

Shop Frankie.


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

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 garment, but also help fund school infrastructure, materials, and salaries for teachers.

Find Kotn in sizes XS-2XL.

See the rating.

Shop Kotn.

Little Emperor

Rated: Good

Little Emperor creates unique, functional, and hard-wearing clothing for children. Its affordable clothing is made from environmentally friendly organic cotton, with every garment designed in Sydney, Australia and made in a Sedex-approved factory ensuring living wages and safe working conditions for workers. From the materials and packaging, right down to the energy supplier and banking, Little Emperor is dedicated to environmentally friendly practice. Named in honour of the adorable Emperor Penguin, Little Emperor is a member of 1% for the Planet, meaning 1% of sales are donated to environmental non-profits, helping protect the penguins’ home.

See the rating.

Shop Little Emperor.

Honest Basics

Rated: Good

Honest Basics is a GOTS-certified basics brand based in Germany. It's on a mission to make more sustainable fashion accessible to everyone, by keeping prices low, making quality basics that everyone has in their wardrobe, and constantly improving the sustainability of its products and supply chain.

The range is available in sizes XS-L.

See the rating.

Shop Honest Basics.

Known Supply

Rated: Good

Know Supply is a US-based, B Corp certified more sustainable fashion brand that is humanising the apparel industry by celebrating the people who make our clothing and the people who wear it.

Find most items in sizes XS-2XL.

See the rating.

Shop Known Supply.

Shop Known Supply @ Wearwell.

Love and Confuse

Rated: Good

Lithuanian brand Love and Confuse creates linen clothing that keeps the consumer and the planet smiling. This family owned business believes that women should not have to choose between fashion and sustainability. The collections are available in sizes XS to XL.

See the rating.

Shop Love and Confuse.


Rated: Good

Toad&Co is a US brand that creates more socially and environmentally-committed womenswear and menswear that is equally suited for the rigours of the trail or the tavern.

Most items are available in sizes XS-2XL.

See the rating.

Shop Toad&Co.

Shop Toad&Co @ Wearwell.

Editor's note

Feature image via H&M, 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 our directory to search thousands of rated brands.

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