How Ethical is Missguided? - Good On You
13 May

How Ethical is Missguided?

Founded in 2009 by Nitin Passi, Missguided is a global fast fashion retailer. The UK-based brand is a prime example of ultra fast fashion as it prides itself in creating “not just fast fashion” but “rapid” fashion, by dropping up to 1000 new products every week for its “babes”.

Missguided is heavily influenced by social media and streetwear, sometimes a bit too much, as the brand has recently been sued by Kim Kardashian for copying her outfits.

You might already be aware of fast fashion’s harmful impact on the environment and on the workers in the industry, but you might be wondering about how exactly is Missguided doing. We ask, how ethical is Missguided?

Environmental Impact

Missguided’s environment rating is ‘Very Poor’. The brand doesn’t publish sufficient relevant information about its environmental policies to give a higher rating. What’s more, as a fast fashion brand and by dropping up to 1000 new products every week, Missguided clearly promotes over-consumption and as a result, creates a lot of waste. In fact, the brand was found to be lagging behind other UK retailers in terms of sustainable practices and is said to be among the worst sustainability offenders.

Labour Conditions

Missguided’s mission is to “is to empower young women to look and feel confident for every occasion”. The majority of garment workers in the fashion industry are female, yet Missguided’s mission doesn’t seem to apply to its supply chain. In fact, although Missguided is a member of the Ethical Trading Initiative, which promotes respect for workers’ rights, the brand doesn’t disclose where its final stage of production occurs and provides no evidence it ensures payment of a living wage in its supply chain. With 11.4 million women and girls working for the textile industry, the effective protection of women’s rights is imperative.

Even in its head offices and stores, Missguided has recently reported a 46% median average gap, favouring men. According to the brand, this is because they “have more women than men in [their] lower paid roles and fewer in higher paid ones”.

Missguided does audit some of its supply chain including the final stage of production, but its lack of transparency regarding its labour practices and living wage means we rated the brand’s labour conditions ‘Not Good Enough’.

Animal Welfare

Missguided states it doesn’t use fur, down, exotic animal skin or angora but it uses wool, leather and exotic animal hair, which is why its animal rating is ‘not good enough’. In addition to this, in 2017, Missguided was found to be selling a pair of shoes advertised as having faux fur pom pom trims, which in fact contained real fur. Passing real fur as faux fur to unknowing shoppers is, in fact, a disturbing new trend in the fashion industry.

Overall Rating: Not Good Enough

Rated: Not Good Enough

Based on information from our own research, we rated Missguided 'Not good enough'.

The brand doesn’t communicate sufficient information about its policies. As a shopper you have the right to know how its production practices impact on the planet, people and animals. Missguided could 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.


So, if you’re looking to ditch fast fashion, we’ve found 3 ‘Good’ and ‘Great’ ethical alternatives to Missguided, have a look below!

Editor's note

feature image via Missguided. All other images via brands mentioned. Good On You has big plans for ethical fashion in 2019! To support our work, we may earn a commission on sales made using our offers code or affiliate links.

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