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Fast—and ultra fast—fashion brands follow a destructive business model and do and say almost nothing about sustainability. In this article, we’re looking at the ones that have published little to no relevant or concrete information about their impact or supply chains, and as a result, are rated “We Avoid” against Good On You’s methodology.
A world of overproduction and microtrends
Big brands like Zara, H&M, Forever 21, and Topshop have long been known as fast fashion companies, and sustainability advocates have spent years pushing to hold them accountable for their poor practices and excessive waste. But what actually is fast fashion? It’s more than just a business category—it’s a model of cheaply mass-producing “of-the-moment” items that are sold at low price points. These items are made poorly—often using unsustainable synthetic materials like polyester, so they rarely last beyond a few wears and need to be replaced quickly with newer and trendier items, which are marketed aggressively to consumers.
And now there’s a new wave of brands that have picked up the same destructive business model and sped it up even more, producing and marketing faster than ever, selling products for less than £1, and using unsafe materials that have been found to contain toxic chemicals—all while doing and saying almost nothing about sustainability. They are the ultra fast fashion brands.
What’s the impact of fast fashion?
Fast fashion’s impact on the planet, people, and animals is enormous. The pressure to reduce costs and speed up production time means that environmental corners are cut: cheap dyes that contain harsh chemicals are used, and the system creates an alarming amount of textile waste that often ends up in landfill.
Garment workers have also been found to work in dangerous environments for low wages, and without basic human rights. Animals are also impacted by fast fashion, from their skin and fur being used to make products, to the chemicals and microfibres that are released in waterways and ingested by ocean life.
Finally, fast fashion impacts consumers themselves. Influential marketing campaigns, weekly product drops, and gamified shopping experiences work to convince people they need to buy more and more to stay on top of trends, creating a constant sense of need and ultimate dissatisfaction.
The fast fashion brands we avoid at all costs
Besides the big names, other brands use the same unethical fast fashion model but have largely escaped the criticism that has followed the likes of Topshop around. That means they haven’t even had to think about doing the right thing, and they have little to no relevant or concrete information on their websites about their supply chains, which is why they are rated “We Avoid”.
In some cases, the brand may even make ambiguous claims that look like greenwashing. Transparency is the first step towards a more sustainable business, and we think you have a right to comprehensive and accurate information about how a brand impacts on people, the planet, and animals. That’s why, in our ratings, we only use the information that brands are prepared to make public for everyone to read.
So what are the worst fast fashion brands? Scroll on to find out.
