04 Nov

How Ethical Is Princess Polly?

What started as a small brand on the Gold Coast of Australia in 2010, Princess Polly has since expanded to a global market by pumping out thousands of trendy styles that seem to hit the mark for young women—at least on the looks front. By tapping into this youth market, as well as the world of Instagram and Tik Tok influencers and celebrities, Princess Polly has made this transformation from small Aussie startup to full-on fast fashion company. With products inspired by “the latest trends in fashion, street style, and pop culture”, the brand prides itself on being “the go-to for all the newest looks”. At the same time, it states it is “dedicated to better understanding [its] supply chain, supplies operations, and manufacturing processes to ensure [the suppliers] meet [its] standards”. But what does Princess Polly mean by that exactly? How is the brand impacting on people, the planet, and animals?
We had a look at the brand for you and read between the lines of reports, standards, and certifications to answer this one crucial question: how ethical is Princess Polly?

Environmental Impact

Princess Polly states it designs “products in small quantities based on customer demand, and therefore do not end up with any amount of unwanted product” and it aims ”to make products at the cheapest price, [striving] for good quality products while keeping prices reasonable”, but we have our doubts. It simply doesn’t publish sufficient relevant information about its environmental policies, which is why it got our lowest rating: ‘Very Poor’. As a shopper you have the right to know how a brand’s production practices impact the environment!

Labour Conditions

When it comes to its labour rating, based on our own research, Princess Polly also received a score of ‘Very Poor’ for people. While it does have a Code of Conduct that covers all of the ILO Four Fundamental Freedoms principles, the good news ends there. There is no evidence it has worker empowerment initiatives such as collective bargaining or rights to make a complaint. It sources its final stage of production from countries with extreme risk of labour abuse, like China. There is also no evidence it ensures payment of a living wage in its supply chain, and it doesn’t disclose any policies or safeguards to protect suppliers and workers in its supply chain from the impacts of COVID-19! While the brand prides itself on making its customers (“gals”) happy, it seems to forget about the “gals” in the supply chain who make the clothes. You can do better, Princess Polly!

Animal Welfare

When it comes to its impact on animals, Princess Polly’s rating is ‘Not Good Enough’: it does not disclose which animal products it uses. Princess Polly needs to be more transparent about its use of materials and animal welfare policies.

Overall Rating

Unfortunately, we have to give Princess Polly our lowest possible rating of ‘We Avoid’ overall. It does not provide sufficient information, which is why it rates so low across the board. Princess Polly is also a prime example of an ultra fast fashion brand, launching new collections at lightning speed, which will very likely end up in a landfill. It is also often touted as being “poorly made” by reviews, and a lot of its products get returned (which the brand doesn’t charge for, surprise surprise). If customers do end up keeping a product, they often find it unravels after just a few washes!

If it wants to improve its score, Princess Polly 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 on the people, the planet, and animals. Note that Good On You ratings consider 100s 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.

Luckily, the Good On You team found a few ‘Good’ and ‘Great’ brands to choose from next time you need to fill a gap in your wardrobe.

Good Swaps

Ethical alternatives to Princess Polly

People Tree

Rated: Great

Sustainable fashion pioneer and leader People Tree is a seriously ethical brand and one of our favourites. The brand uses eco-friendly 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.

Shop People Tree @ thegreenlabels.

Plant Faced Clothing

Rated: Good
man wearing black vegan long sleeve t-shirt by plant faced

Streetwear without sweatshops, that's the motto of this British 100% plant-based, ethical, eco-friendly, and cruelty-free streetwear apparel brand. Buy Plant Faced Clothing in sizes XS-2XL.

See the rating.

Shop Plant Faced Clothing.


Rated: Great
fun peach fiesta party dress by ethical brand Milo + Nicki

milo+nicki makes cruelty-free, ethically-designed, eco-conscious womenswear with Indian & Zambian roots. The US brand uses a high proportion of eco-friendly materials like GOTS certified cotton, and is a leading advocate for better labour rights! Find most of the range in XS-XL.

See the rating.

Shop milo+nicki.

Shop milo+nicki @ Made Trade.

Whimsy + Row

Rated: Good
smiling woman wearing grey dress by eco friendly brand Whimsy + Row


Two people wearing a green and a white deadstock linen set by Whimsy + Row.

Whimsy + Row – Sets

Like finding a vintage gem, Whimsy + Row sets use deadstock fabric to create unique looks you will treasure. 20% off sets with code MAKEITASET. (Ends: 4 MAY)

Checkout code: MAKEITASET
Shop now

Whimsy + Row is an eco-conscious lifestyle brand born out of a love for quality goods and sustainable practices. Since 2014, its mission has been to provide ease and elegance for the modern, sustainable 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.

See the rating.

Shop Whimsy + Row.

Shop Whimsy + Row @ Earthkind.


Rated: Great

CHNGE is a US-based sustainable fashion brand using 100% organic material, built to last a lifetime while making a statement. Find CHNGE's inclusive clothes in sizes 2XS-4XL.

See the rating.


Editor's note

Feature image via Princess Polly, 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 the Directory to search more than 2,500 brands. To support our work, we may earn a commission on sales made using our offer codes or affiliate links.

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.