How Ethical Is New Look? - Good On You
28 Jun

How Ethical Is New Look?

NOTE: As of August 2020 this brand has an updated rating in the Directory which you can check here for the latest info. This article will be updated soon to reflect any changes in scoring.

New Look is one of the fast fashion giants. Opened in 1969 in the UK, originally as a single fashion store, the brand rapidly grew to become the global chain we know today, boasting 5 million social media followers, 895 stores worldwide, and shipping to 66 countries.

In 2018, the brand experienced some financial troubles and announced it would be cutting down its prices even more. But as we all know: “Fast fashion isn’t free. Someone, somewhere is paying.” So, who or what is paying for New Look’s low-cost strategy? Today we take a look at this British brand’s impact on people, the planet, and animals and ask that burning question: how ethical is New Look?

Environmental Impact:

Although New Look is a member of the Better Cotton Initiative, it remains a fast fashion brand, with on-trend styles and regular new arrivals — a fundamentally unsustainable model. The brand has set a greenhouse gas emissions target, but doesn’t specify whether it relates to its direct operations or its supply chain. Plus, there is no evidence that it has taken any meaningful action to reduce or eliminate hazardous chemicals, nor is there a current water reduction target in sight, which is why we rated New Look ‘Not Good Enough’ for its environmental impact.

Labour Conditions:

New Look’s labour rating is ‘It’s a Start’: it has a Code of Conduct that covers all of the ILO Four Fundamental Freedoms principles and is a signatory to the Bangladesh Building and Fire Safety Accord. What’s more, it has a project to improve wages in part of its supply chain and audits some of its supply chain, but it doesn’t specify how often auditing occurs, so there is certainly plenty of room for improvement.

Animal Welfare:

The British brand uses wool from non-mulesed sheep and doesn’t use fur or exotic animal skin, but it still uses leather, down, and exotic animal hair, which is why its animal rating is ‘Not Good Enough’. With so many innovative vegan materials out there, there really is no excuse to continue the unethical farming of our animal friends for fashion.

Overall Rating: Not Good Enough

Rated: Not Good Enough

Based on information from our own research, we rated New Look ‘Not Good Enough’ overall. The brand needs to reduce its environmental impact by producing less, eliminating hazardous chemicals, and setting water usage reduction targets. It also needs to implement its project to improve living wages, be more transparent with its customers about its practices, and source alternative eco and animal-friendly fabrics for its production line.

See the rating.


Luckily, the Good On You team racked their brains and found some ethical alternatives to New Look. Have a look below!

Editor's note

feature image via New Look. 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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