For consumers For business
13 Sep

How Ethical Is Miss Selfridge?

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.

 

Former high street store Miss Selfridge has grown to become one of the UK’s best known labels, before being acquired by ASOS. How ethical is Miss Selfridge now? In this article, we dive into the brand’s “Not Good Enough” rating, which was published in May 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.

Miss Selfridge isn’t doing enough

Since 1966, Miss Selfridge has grown from humble beginnings as the youth section of Selfridge’s department store to being one of the UK’s best-known high street labels. It was bought by ASOS in 2021, alongside Topshop, and is now run exclusively online on ASOS.

Before being purchased by ASOS, Miss Selfridge enjoyed global success and boasted over 250 stores worldwide. But its prior owner, the Arcadia Group, was no stranger to controversy, including cancelling over £100m global garment orders amid COVID-19, risking poverty for thousands of supply chain workers.

How is Miss Selfridge doing now? How is the ASOS-owned brand impacting people, the planet, and animals? We ask, how ethical is Miss Selfridge? Let’s have a look.

Environmental impact

We rated Miss Selfridge’s environmental initiatives “Not Good Enough”. The brand uses few lower-impact materials, and we found no evidence it’s taking steps to minimise textile waste and protect biodiversity in its supply chain.

Ultimately, the most worrying part is Miss Selfridge’ business model, which relies on overproducing mass quantities of cheap garments, which then end up in landfills and cause environmental problems around the world.

Labour conditions

Unfortunately, Miss Selfridge also received a score of “Not Good Enough” for its impact on people. First, none of its supply chain is certified by crucial labour standards that help ensure worker health and safety and other rights. And while it has a limited policy to support diversity and inclusion in its direct operations and supply chain, it clearly isn’t enough. It also received a score of 51-60% in the latest Fashion Transparency Index

More importantly, we found no evidence Miss Selfridge ensures workers are paid living wages in its supply chain. All workers in the fashion industry deserve to be paid enough to live a life of safety, health, and dignity. Transparent and verifiable methodologies, such as those used by organisations like The Asia Floor Wage Alliance and the Global Living Wage Coalition, can provide guidance on calculating minimum living wages.

Animal welfare

To end on a more positive note, Miss Selfridge rates “Good” for its impact on animals. The brand uses few animal-derived materials and doesn’t appear to use leather, down, fur, angora, exotic animal skin, or exotic animal hair. It has a policy to source wool from non-mulesed sheep but doesn’t provide any evidence to verify its claims.

Overall rating: ‘Not Good Enough’

Overall, we rate Miss Selfridge “Not Good Enough”. Despite undertaking a few small initiatives, Miss Selfridge still has a lot of room for improvement in all areas. The brand could start improving its score by incorporating more lower-impact materials into its products, improving transparency about its suppliers, and implementing a living wage across its supply chain.

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.

Why not ditch Miss Selfridge and invest your money in well-made, fair, and cruelty-free pieces from the top rated brands below?

Whimsy + Row

Rated: Good

Whimsy + Row is a US-based lifestyle brand born out of a love for quality goods and responsible practices. Since 2014, its mission has been to provide ease and elegance for the modern woman. Whimsy + Row utilises deadstock fabric, and by limiting each garment to short runs, the brand also reduces packaging waste and takes care of precious water resources.

Find most products in XS-XL, with an extended sizing range up to 3XL.

See the rating.

Shop Whimsy + Row.

Shop Whimsy + Row @ Earthkind.

Komodo

Rated: Good

UK brand Komodo puts people and the planet first with its more ethically-sourced and eco-friendly range of menswear and womenswear. The label uses some more responsible materials including GOTS-certified cotton and hemp, and ensures that most of its suppliers pay a living wage to their workers.

Find most of the range in UK sizes 8-16.

See the rating.

Shop Komodo.

Shop Komodo @ Staiy.

Shop Komodo @ Immaculate Vegan.

People Tree

Rated: Great

Conscious fashion pioneer and leader People Tree is a seriously more responsible brand. It uses lower-impact materials and addresses labour risks by adopting the Fairtrade International - Small Producers Organisations Code of Conduct.

Find most products in UK sizes 6-18.

See the rating.

Shop People Tree UK.

Shop People Tree EU.

Shop People Tree @ Wearwell.

JAN ‘N JUNE

Rated: Good

JAN 'N JUNE is a more sustainable, fair and transparent fashion label from Hamburg. Created by young female entrepreneurs who could not find what they were looking for and decided to make it themselves, this minimalistic, super stylish fair fashion label, succeeds in being more sustainable and affordable at the same time.

Find sizes XS-XL.

See the rating.

Shop JAN 'N JUNE.

Shop JAN 'N JUNE @ Earthkind.

Wildflo Studio

Rated: Good

Wildflo Studio is a Toronto-based loungewear brand. The brand offers minimalistic and versatile womenswear made from organic cotton and recycled materials. It's mission is to create comfortable, more sustainable clothing for people who care about the planet.

Find most items in sizes XS-2XL.

See the rating.

Shop Wildflo Studio.

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.

Dedicated

Rated: Great

If you love a great graphic print, Swedish label Dedicated has you covered. Dedicated is a responsible streetwear brand for men, women, and children. All cotton used in its pieces are 100% organic and most are Fairtrade-certified, which means that you don’t have to sacrifice your ethics to dress in style.

Find the clothes in XS-XL.

See the rating.

Shop Dedicated.

Shop Dedicated @ Earthkind.

HarperSage

Rated: Good
Someone in field wearing floral maxi dress by HarperSage.

HarperSage is a responsible lifestyle brand for womenswear, making dresses, tops, pants, and more. It's on a mission to create clothes responsibly, empowering women by partnering with a woman-owned SEDEX certified factory in India and using lower-impact materials that are completely vegan.

Find the range in sizes XS-XL.

See the rating.

Shop HarperSage.

All The Wild Roses

Rated: Good

All The Wild Roses offers free-spirited fashion for the dreamers and change-makers. This Australian brand uses up to 50% deadstock fabric to create high quality and long-lasting products.

Find most items in sizes XS-2XL.

See the rating.

Shop All The Wild Roses.

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.

Ethical brand ratings. There’s an app for that.

Wear the change you want to see. Download our app to discover ethical brands and see how your favourites measure up.