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26 Oct

10 More Ethical Alternatives to Primark

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With a score of “Not Good Enough”, Primark is clearly not doing, well, enough, to reduce its impact on people, the planet, and animals. Luckily we found some “Good” and “Great” alternatives you can turn to instead.

Primark still has a long way to go

Whenever I think about Primark, I picture the huge queues that form every time the brand opens a new location. I also think of very cheap, petroleum-based Christmas jumpers. Just me?

Primark is a pure fast fashion brand. The Irish chain is known and loved worldwide for its range of on-trend clothing, footwear, accessories, and homewares for men, women, and children at very, very, very low prices. So what’s the cost of Primark’s fast fashion model on the planet, people, and animals? And what better alternatives to Primark are there?

Primark has taken a few steps in the right direction by signing the Bangladesh Accord and Cotton Pledge, and adopting the ETI Code of Conduct. These actions are commendable—but the brand still has a long way to go. Primark needs to use more lower-impact materials in its products, set specific reduction targets in terms of greenhouse gas emissions and wastewater, and ensure its workers are treated fairly, including paying them a living wage and providing safe and healthy working conditions.

Overall, we rate Primark “Not Good Enough. Primark’s business model is based on creating vast amounts of short-lived, poorly-made fast fashion products, which inherently contradicts the values of ethical fashion and is ultimately bad news for the planet, people, and animals.

This is especially concerning as Primark has seen a surge in popularity in recent years, and the brand has embarked on an ambitious expansion plan, particularly in the United States. It’s important to acknowledge that the fast fashion industry, which Primark is a part of, has a substantial and adverse impact on the people working within its supply chain. And this sector has, on the whole, shown little commitment to addressing these critical issues. Unfortunately, Primark, with its “Not Good Enough” rating for its impact on people, is no exception.

So, while Primark’s low prices may be appealing, it’s crucial to recognise the broader consequences of the fast fashion model on both the environment and those involved in the production process. That’s why we recommend exploring alternative options that align more closely with your values.

If you want to ditch the poorly-made, cheap, and harmful clothes and give Primark a miss, we found brands similar to Primark that are making a solid effort across the board for sustainability and ethics. Keep reading to discover “Good” and “Great” alternatives to Primark.

Top rated alternatives to Primark you’ll love

Keep reading to discover “Good” and “Great” alternatives to Primark. But we recognise that many of these better brands might 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 brands don’t pay workers living wages or follow many responsible practices in production.

Fast fashion has also distorted our view of clothing prices. We now spend much less per garment and buy far more low-quality clothing than we did only a few decades ago. When taking into account cost per wear, it ends up costing less in the long run to invest in higher-quality items you’ll wear again and again.

Good On You wants to help you find more sustainable options no matter your budget. We aim to highlight the range of better, more affordable 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.

Yes Friends

Rated: Great

Yes Friends is a UK-based fashion brand that creates more affordable clothing for everyone. Yes Friends' first product, classic cut t-shirts, cost less than £4 to make and the brand only charges £7.99. Using large scale production and direct to consumer margins means Yes Friends can charge you an affordable price for its more responsible clothing.

Find the range inclusively sized in 2XS-4XL.

See the rating.

Shop Yes Friends.

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.

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-2XL.

See the rating.

Shop Honest Basics.


Rated: Great

Innovative, responsible, and on-trend. Germany’s Armedangels gets a top score overall from us. The brand covers all the basics in womenswear, menswear, and kidswear. Armedangels' quality and long-lasting pieces are made from lower-impact and certified materials, like Global Organic Textile Standard (GOTS) certified cotton. The brand also adopted the Fair Wear Foundation Code of Conduct to protect its workers abroad.

Its products are available in sizes XS-XL.

See the rating.

Shop Armedangels.

Shop Armedangels @ Earthkind.

Shop Armedangels @ Cerqular.

Sense Organics

Rated: Good

Sense Organics is an established German brand that has been dressing kids in its colourful organic cotton range for 18 years. We give it a "Good" rating for its commitment to lower-impact materials and its treatment of garment workers, including ensuring suppliers pay a living wage.

Find clothes for kids aged 0-10.

See the rating.

Shop Sense Organics.

Jyoti – Fair Works

Rated: Good
people in shirts, trousers and dresses by Jyoti

For those living in Europe, you’re lucky enough to be able to get your hands on the beautiful 100% GOTS cotton products created by Jyoti. Truly embodying responsible fashion practices, this German company provides employment for people from marginalised or disadvantaged groups in India.

Sizes available are S-XL.

See the rating.

Shop Jyoti.

Sustain by Kat

Rated: Good

Sustain by Kat produces timeless organic women’s  and children's clothing, dyed with plants. This is a brand that really cares about the environment. It uses more responsible materials, including GOTS certified organic cotton, and uses only lower impact, plant based dyes, which is better for you and the planet. It’s possible to have clothes that also care for you with Sustain by Kat’s “clothing with a conscience”.

Find the range in sizes XS-XL.

See the rating.

Shop Sustain by Kat.

LA Relaxed

Rated: Great
Someone in long sleeved top and dress by LA Relaxed.

"Simplicity, sustainability, style" is LA Relaxed's motto. The brand reduces its climate impact by using renewable energy in its supply chain. It also uses some lower-impact materials, including organic cotton and TENCEL Lyocell.

Find the collection in sizes XS-XL.

See the rating.

Shop LA Relaxed.

Shop LA Relaxed @ Cerqular.

Brothers We Stand

Rated: Good
Someone wearing a printed jumper by more sustainable brand Brothers We Stand.

Responsible men's clothing, selected with style in the UK. With the vision to support you to build a wardrobe of stylish and more sustainably-made menswear that is 100% vegan, Brothers We Stand is the go-to online store for anyone in the market for better menswear.

Sizes available are S-XL.

See the rating.

Shop Brothers We Stand.

Kings of Indigo

Rated: Good

Kings of Indigo makes quality denim, tops, and accessories inspired by American classics with a Japanese eye for detail. The brand uses GOTS organic cotton as well as recycled cotton and wool, and avoids all chemicals from the REACH chemical list.

Offered in sizes XS-L.

See the rating.

Shop Kings of Indigo.

Editor's note

Feature image via Kings of Indigo. 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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