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Someone wearing a teal crop singlet top against a yellow brick wall.
10 Jan
Someone wearing a teal crop singlet top against a yellow brick wall.

How Ethical Is CIDER?

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If you’re on TikTok, you might have come across a mysterious brand from Hong Kong: CIDER. But how ethical is CIDER? Here we dive into the brand’s “We Avoid” rating, which was published in November 2023 and may not reflect claims the brand has made since then. Our ratings analysts are constantly rerating the thousands of brands you can check on our directory.

CIDER is viral, but for the right reasons?

CIDER has taken social media platforms by storm since launching in late 2020, with some of its products going viral (like this cute orange sweater), and it now boasts an immense community of 4.1 million followers on Instagram.

Digitally-native CIDER describes itself as “a globally-minded, social-first fashion brand” that makes “clothes for a new generation”. On paper, the brand functions similarly to SHEIN, listing small batches of items for specific moods and occasions every week and functioning as a direct-from-factory marketplace. CIDER also prides itself in being “an innovator”, using data to only produce what they know will sell, which allegedly enables them to keep costs low and reduce the unsold stock.

We’re getting a whiff of greenwashing here, so we thought it was high time we took a look and figured out: is CIDER a good clothing brand? And more importantly, is CIDER ethical?

Environmental impact

CIDER receives our lowest possible score of “Very Poor” for its impact on the environment.

It uses few lower-impact materials, producing scores of clothes overwhelmingly made from harmful fabrics like virgin polyester and spandex.

There’s no evidence CIDER is taking actions to protect biodiversity in its supply chain, nor does it appear to have taken meaningful action to reduce or eliminate hazardous chemicals. Toxic chemicals in fast fashion is a serious issue in today’s shopping landscape, and worth researching before purchasing from this and similar stores.

Finally, CIDER follows an unsustainable fast fashion model with quickly changing trends and regular new styles. All in all, this is one brand to avoid if you care about the impact of your closet on the planet.

Labour conditions

The results aren’t any better for CIDER’s reputation surrounding working conditions in its supply chain, coming out with another “Very Poor” score.

While CIDER is more transparent than it was in previous ratings, when there was no discernible public information for our analysts to include here, the results are still extremely lacking.

There’s no evidence CIDER supports diversity and inclusion in its supply chain, nor that is provides financial security to its suppliers, which can result in poor working conditions and wages. While it does audit some of its suppliers, the fact that it doesn’t appear to pay a living wage across any of its supply chain is a huge red flag and a crucial step for a more ethical fashion industry. CIDER has a long way to go for its workers.

Animal welfare

One area where CIDER is making some effort is animal welfare, receiving a middling score of “It’s a Start” here.

While the brand doesn’t use leather, down, fur, angora, or exotic animal skin across its collections, it does use wool and exotic animal hair without stating sources. There is no evidence of an animal welfare policy, nor does the brand appear to trace any animal products even to the first stage of production. There is certainly room for improvement here, too.

Overall rating

Overall, CIDER receives our lowest score of “We Avoid” owing to its lack of action across the board. Ultimately, the brand can make piecemeal improvements and increase transparency, but as an ultra fast fashion brand rooted in overconsumption and mass production, it cannot be a responsible brand worth supporting without a deeper shift in its business as usual.

Note that Good On You ratings consider hundreds of issues, and it is not possible to list every relevant issue in a summary of the brand’s performance. For more information, see our How We Rate page and our FAQs.

See the rating.

Luckily, the Good On You team found a few “Good” and “Great” brands that we’d love to see go viral for all the right reasons. They are fantastic options to choose from if you want to break your fast fashion addiction and support the planet and all of its inhabitants with your purchases.

Good swaps

More sustainable alternatives to Cider, all rated “Good” and “Great” in the directory


Rated: Good

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
Someone on roof wearing clothes by Afends.

Born in Byron Bay, Australia, Afends is a more 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, it purchased 100 acres of farmland called Sleepy Hollow to grow its own hemp crops and ignite the hemp revolution.

Find most of the range in sizes XS-XL.

See the rating.

Shop Afends.

Luna + Sun

Rated: Good
person holding a baby wearing a hat, top and shorts, with a person in a loose, pink dress by Luna + Sun

Luna + Sun is an Australian, cruelty-free fashion line creating gorgeous feminine designs. Its factory is certified by Ethical Clothing Australia, and its products are OEKO-TEX® STANDARD 100 certified.

Find the clothes in AU sizes 6-18.

See the rating.

Shop Luna + Sun.

Yes And

Rated: Good
two women wearing yes and sustainable clothing

Yes And is a US brand loved for its prints and comfortable jersey basics. It uses lower-impact non-toxic dyes and lower-impact materials including organic cotton and TENCEL Lyocell.

Most items are available in sizes XS-XL.

See the rating.

Shop Yes And.


Rated: Good

OhSevenDays was started by Australian-Canadian Megan Mummery to promote slow fashion and the "power of circularity". Based in Istanbul, the brand reclaims end-of-roll fabrics from the city’s garment factories and creates sharp, everyday womenswear that’s as wearable as it is responsible. Essentially, it makes slow fashion from fast fashion's leftovers.

OhSevenDays' garments are available in sizes XS-XL, or in custom sizing.

See the rating.

Shop OhSevenDays.

Elle Evans

Rated: Good

Founded in 2013 in Australia, Elle Evans Swimwear creates beautiful, lower-impact swimwear and activewear for people who care about fashion and the future. The brand uses post-consumer waste fabrics and traces all of its supply chain.

The range is stocked in sizes 2XS-3XL.

See the rating.

Shop Elle Evans.

hernest project

Rated: Good
People in clothing from responsible brand Hernest Project.

hernest project makes comfortable loungewear and sleepwear for women using premium, lower-impact fabrics.

Find the range in sizes 2XS-4XL.

See the rating.

Shop hernest project.

Plant Faced Clothing

Rated: Good

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.

Discover our editors’ favourite alternatives to CIDER’s best sellers


Editor's note

Feature image via Unsplash. 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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