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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.
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
