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11 May

How Ethical Is Dolls Kill?

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Dolls Kill is a US-based boutique known for its bold, festive vibe. Sadly, Dolls Kill does not disclose enough information about how it impacts people, the planet, and animals. This article is based on the Dolls Kill rating published in March 2022.

Dolls Kill is killing its image with murky practices

Founded in 2011, Dolls Kill is a San Francisco-based online boutique with “a rebellious spirit and attitude, mixed with a bit of punk rock, goth, glam, and festival fashion”.

Sadly, Dolls Kill’s “rebellious spirit” has led the brand to be criticised on social media for its position on the Black Lives Matter movement, questionable t-shirt lines, and allegedly stealing ideas from smaller designers.

But how is Dolls Kills doing when it comes to sustainability? How does this free-spirited brand impact people, the planet, and animals? In short: how ethical is Dolls Kill? Let’s take a look.

A dire lack of transparency

In our “How Ethical Is” series, we usually have a closer look at a brand’s rating and break it down so that you know more about how the brand is performing across the three key areas of environmental impact, labour conditions, and animal welfare.

Unfortunately, in Dolls Kill’s case, there isn’t much to say. Our team scoured the brand’s website, but Dolls Kill provides insufficient relevant information about how it reduces its impact on people, the planet, and animals. This means that, at the time of writing, there isn’t enough information for us to dig deeper into the brand’s practices.

As a result, the brand is rated “We Avoid”, our lowest possible score. As a shopper, you have the right to know how Dolls Kill’s production practices impact the world and its inhabitants.

Dolls Kills should start disclosing more information about how, where, and by whom its items are produced, as well as the materials used. Transparency is crucial to ethical and sustainable fashion and is the first step towards reducing a business’ impact.

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.

If you want to rebel against the fast fashion industry and wave goodbye to unethical and unsustainable brands, we’ve got you covered. Below, you’ll find five amazing brands that are just as cool as Dolls Kill, but way kinder to people, the planet, and animals.

Good swaps

“Good and “Great” alternatives to Dolls Kill


Rated: Good
Someone sunbathing in a one-shoulder swimsuit by Underprotection.

Underprotection is a Danish brand combining ethics and aesthetics, creating underwear, loungewear, and swimwear from lower-impact materials like organic cotton. All of its packaging, paper, and polybags are either recycled or biodegradable, and it only works with certified factories as it believes “fair working conditions and fair wages are human rights”. Underprotection exists to celebrate women of all kinds, and its goal is to make them feel as beautiful and comfortable as possible.

You can find the full range in XS-XL.

See the rating.

Shop Underprotection.

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.


Rated: Great

Culthread is a UK-based clothing label that offers stylish, practical, and everlasting jackets and accessories from vegan and deadstock materials. Culthread's goal is to make quality coats and lifestyle products that you will want to wear and treasure forever.

Find most items in sizes XS-XL.

See the rating.

Shop Culthread.

Shop Culthread @ Immaculate Vegan.

la fille d’O

Rated: Good

la fille d’O (which translates to “the daughter of O”) is the voice of a generation. In 2003, designer Murielle Scherre created this lingerie brand with the vision of being a role model. The brand produces long-lasting products, adhering to the principles of slow fashion. It manufactures locally and also uses low-impact non-toxic dyes. The brand is gender and size-inclusive, with a size range of XS-10XL for every body.

See the rating.

Shop la fille d'O.

Editor's note

Feature image via Dolls Kills, 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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