Our editors curate highly rated brands that are first assessed by our rigorous ratings system. Buying through our links may earn us a commission—supporting the work we do. Learn more.
Cult Gaia may be “inspired by women and nature”, but it doesn’t appear to care much for the workers or the environment in its production. The brand rates “Not Good Enough” for its lack of transparency. This article is based on the Cult Gaia rating published in August 2022.
Worth a cult following?
Climbing to fame after the popularity of its signature wooden Ark “it” bag a few years ago, Cult Gaia has since gained a large following for its full range of ready-to-wear clothing, shoes, and accessories that hit the mark on unique style and trend. The brand’s pieces embody the “wearable art” ideal of modern fashion that appeals to many consumers, including celebs like Beyonce.
Not without its share of drama, Cult Gaia’s founder has been accused of sharing anti-Palestine sentiments on social media, which led to the brand being removed from retailers like Harvey Nichols and Galeries Lafayette. What about behind the scenes? How is this popular brand treating people, the planet, and animals across its supply chain? How ethical is Cult Gaia? Let’s take a look.
Cult Gaia’s environment rating is “Not Good Enough”. While it uses some eco-friendly materials including recycled materials, there is no evidence it reduces its carbon and other greenhouse gas emissions; implements water reduction initiatives, or that it has taken meaningful action to reduce or eliminate hazardous chemicals.
For workers, Cult Gaia gets our lowest score of “We Avoid”. The brand doesn’t publish sufficient relevant information about its labour policies to give a higher rating. Transparency is crucial in more ethical and sustainable fashion, and as a shopper you have the right to know how products impact workers.
The brand is also “Not Good Enough” for our animal friends. There is no evidence it has an animal welfare policy, and it uses leather, wool, and exotic animal hair. It doesn’t use fur, down, angora, or exotic animal skin.
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.
Love the unique, high-fashion feel of Cult Gaia’s range but prefer more transparency? We’ve rounded up a selection of more ethical and sustainable alternatives to Cult Gaia you’ll love.
“Good and “Great” alternatives to Cult Gaia