16 Dec

Sustainable Alternatives: 14 Ethical Brands Like & Other Stories

If you like the & Other Stories vibe, you might be wondering: “Are there ethical brands like & Other Stories? What sustainable alternatives to the Swedish brand are there?”

With minimal, timeless, yet on-trend looks and a capsule collection, it seems like Swedish fashion brand & Other Stories is a good brand to invest in on your sustainable fashion journey. But while the H&M-owned brand prides itself on being different from its motherhouse, everything that goes on behind the scenes is still done by, well, H&M.

We previously decided to dig a little deeper to look at & Other Stories’ impact on people, the planet, and animals and answer the burning question: how ethical is & Other Stories?

In this article, we’ll have a quick recap of what’s going behind the scenes at & Other Stories and answer another crucial question: if you like the & Other Stories vibe, what ethical and sustainable alternatives to the Swedish brand are there?

To put it simply, & Other Stories is making a start in all three areas, covering environmental impact, labour conditions, and animal welfare.

The brand uses some eco-friendly materials, like organic cotton. It has a policy approved by CanopyStyle to prevent deforestation of ancient and endangered forests in its supply chain, which is another positive. But here’s the kicker: like parent-company H&M, it’s a fast fashion brand, and this means on-trend styles and too-regular new arrivals.

It gets a tick for being more transparent than many other big brands out there about labour: it publishes detailed information about its suppliers and supply chain policies and received a decent score in the previous Fashion Transparency Index. But while it has a project to improve wages in its supply chain, there is no evidence & Other Stories ensures payment of a living wage. Considering H&M Group rakes in almost $2 billion worth of profit every year, this shouldn’t be out of reach.

When it comes to animals, & Other Stories has a formal animal welfare policy aligned with Five Freedoms, uses down accredited by the Responsible Down Standard, and states that it sources wool from non-mulesed sheep. You also won’t find any fur, angora, or exotic animal skin in the garments. However, the brand only traces some animal products and uses leather and exotic animal hair without disclosing their origins. This means the welfare of the animals in the supply chain can’t be guaranteed.

For all the reasons mentioned above (and more, which you can find out in our How Ethical Is & Other Stories article), & Other Stories has received an overall rating of “It’s a Start”.

While the brand is taking some steps across the board, it still has a way to go before it can be considered an ethical or sustainable brand by consumers in the know.

So if you’re into the & Other Stories vibe, we found 14 sustainable alternatives from Sweden and worldwide that are just as trendy and minimalistic, and most importantly, way better for the planet, people, and animals. We particularly love ASKET’s (Sweden) minimalist essentials, Whimsy & Row’s (US) flowy dresses, and People Tree’s (UK) Fair Trade basics.

Sustainable brands like & Other Stories


Rated: Good
3 images of afends' latest collection


Afends – Site-wide

Shop your new wardrobe essentials by AFENDS, a  Byron Bay-based brand, born in 2006 and leading the way in hemp fashion. Exclusive 15% off with code WELCOMEGY20. (Ends: 17 OCT)

Checkout code: WELCOMEGY20
Shop now
Black and white shot of the BROCCOLI Magazine and Afends fashion collaboration.

Afends – Broccoli Collab

The collab everyone has been waiting for: Afends x Broccoli Magazine. Cut from hemp and organic cotton. Step into a new dimension with this super limited capsule. Exclusive 15% off with code GOODBROCCOLI. (Ends: 30 SEP)

Checkout code: GOODBROCCOLI
Shop now
Two people outdoors wearing recycled Afends collection clothes.

Afends – Recycled Collection

Explore Afends' Recycled Collection, created with recycled and organic cotton. From pants to tees and sweats, featuring a slew of new prints. Exclusive 20% off with code RECYCLED20. (Ends: 30 SEP)

Checkout code: RECYCLED20
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.

Amour Vert

Rated: Good

Amour Vert creates beautiful sustainable staples in San Francisco, California. Its final stage of production is done in the US and it works closely with suppliers in all of its supply chain. The brand also uses only eco-friendly materials and promotes a zero-waste strategy. The range is available in sizes XS-XL.

See the rating.

Shop Amour Vert @ Veneka.

Shop Amour Vert.

Funky Kalakar

Rated: Good

Funky Kalakar is an Indian brand that brings alive the stories of ancient craft in the form of contemporary vegan shoe handbag designs by handcrafting them using natural materials.

See the rating.

Shop Funky Kalakar.


Rated: It's A Start

MANNING CARTELL is a designer brand that is ethically-made in Australia and committed to creativity, inclusivity and igniting joy. This Australian brand was created by three sisters, creating for women, who understand how women want to look and feel.

See the rating.

Shop MANNING CARTELL Pre-Owned @ Vestiaire Collective.

People Tree

Rated: Great


Someone wearing a red organic shirt by People Tree.

People Tree – Organic Clothing

Celebrate Organic September with People Tree. Choose toxin-free clothing than protects biodiversity, saves water, and is safe for farmers and workers. 15% off organic clothing with code ORGANIC. (Available in Europe and the UK only) (Ends: 28 SEP)

Checkout code: ORGANIC
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Sustainable fashion pioneer and leader People Tree is a seriously ethical brand and one of our favourites. The brand uses eco-friendly materials and addresses labour risks by adopting the Fairtrade International - Small Producers Organisations Code of Conduct. Find most products in UK sizes 6-18.

See the rating.

Shop People Tree UK.

Shop People Tree EU.

Shop People Tree @ Wearwell.

Whimsy + Row

Rated: Good

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, sustainable 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.


Rated: Good

“Love Fashion, Think Organic, Be Responsible” are the maxims of LANIUS. The German brand uses eco-friendly materials, like GOTS certified cotton. All LANIUS facilities are SA8000 certified and it is a member of the Fair Wear Foundation. LANIUS' clothes are available in EU sizes 34-44.

See the rating.


Shop LANIUS @ Curate.


Rated: Good

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 eco-friendly 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.


Rated: Great

Spanish brand SKFK creates women’s clothing collections with a timeless, comfortable and functional style. The brand uses GOTS and Fairtrade certified cotton. It also has a Code of Conduct that covers all of the ILO Four Fundamental Freedoms principles and ensures payment of a living wage in most of its supply chain.

See the rating.

Shop SKFK.

Shop SKFK @ Veneka.


Rated: Great

If you love a great graphic print, Swedish label Dedicated has you covered. Dedicated is an ethical streetwear brand for men, women, and children. All cotton used in its pieces are 100% organic and most are Fairtrade-certified, which means that you don’t have to sacrifice your ethics to dress in style. Find the clothes in XS-XL.

See the rating.

Shop Dedicated.

Shop Dedicated @ Earthkind.


Rated: Good

ASKET has been creating timeless wardrobe essentials since 2015 with revolutionary sizing and fair pricing. The brand disregards seasonal collections, cuts out all the middlemen, and only sells directly to you—putting its entire focus on building a single permanent collection. Find the range in sizes XS-XL.

See the rating.



Rated: Good

Celebrating ageless rebellion and free-spiritedness, Stockholm-based Deadwood creates recycled leather clothes, aiming to reinvent how we think about fashion. It recycles cut-offs created during the manufacturing process and traces suppliers in all of its supply chain. Find the garments in sizes XS-XL.

See the rating.

Shop Deadwood.


Rated: Good

BITE is a women's clothing brand based in Sweden created by independent thinkers for environmental progress.

See the rating.

Shop BITE.

Shop pre-owned fashion with Vestiaire Collective

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

A peer-to-peer platform that allows you to buy and sell 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.

Editor's note

Feature image via & Other Stories, 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 more than 3,000 brands. We may earn a commission on sales made using our offer codes or affiliate links.

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