04 May

How Ethical Is Rumours?

Despite its burgeoning popularity, trendy US brand Rumours is “Not Good Enough” due to its lack of transparency.

“California cool meets NY chic.” Founded in 2019 by Dacey Trotta, Rumours has seriously taken off in a heavily influencer-driven world, with stars like Jordan Sloane and Emma Lager jet-setting in this up-and-coming brand. But how does the brand impact people, the planet, and animals in production? How ethical is Rumours? Let’s take a look.

Not good enough? That’s no rumour

Let’s cut to the chase: Rumours doesn’t provide enough information about its products or practices for a comprehensive review. Transparency and traceability are essential for a brand to be on the path to more ethical and sustainable practice, and Rumours falls short on both counts.

We had to give Rumours our second-lowest score of “Not Good Enough” for this lack of information. At the end of the day, you have a right to know how the products you buy affect the issues you care about.

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.

Good swaps

Here are some “Good” and “Great” alternatives to Rumours that prioritise workers, the environment, and animals in their production.

Afends

Rated: Good
two images of people in tops, shirts and trousers

Offers

Two people running outside wearing colourful eco clothes designed by Afends for spring.

Afends – Site-wide

Say hi to the new season. Stock up on the must-have graphic tees, shorts, skirts, and more for warmer weather. Australian. Ethical. Sustainable. Streetwear. Exclusive 20% off with code SPRINGISHERE. (Ends: 31 OCT)

Checkout code: SPRINGISHERE
Shop now

Afends – Site-wide

Shop your new wardrobe essentials by AFENDS, a  Byron Bay-based brand, born in 2006 and leading the way in hemp fashion. Exclusive 15% off with code WELCOMEGY20. (Ends: 17 OCT)

Checkout code: WELCOMEGY20
Shop now

Born in Byron Bay, Afends is a responsible brand leading the way in hemp fashion. Drawing inspiration from the environment, streetwear, and surf culture, Afends’ mission is to create more sustainable clothing through innovation, action, and positive change. As true hemp advocates, they purchased 100 acres of farmland called Sleepy Hollow to grow their own hemp crops and ignite the hemp revolution. Explore their range made from 100% eco-conscious threads.

See the rating.

Shop Afends.

BASTET NOIR

Rated: Good

BASTET NOIR offers custom-made clothing manufactured by women in Macedonia, ensuring that every purchase contributes to the welfare and education of these women and their children. Find most items in sizes 36 to 42, or in custom sizing.

See the rating.

Shop BASTET NOIR.

A.BCH

Rated: Great
Asian woman wearing red sleeveless skivvy dress by A.BCH.

A.BCH is a Melbourne-based, Australian-made fashion label for individuals who care about garment provenance. It utilises renewable, organic, and recycled materials. Find the range in sizes XS-XL, or customise to fit you.

See the rating.

Shop A.BCH.

Whimsy + Row

Rated: Good

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.

OhSevenDays

Rated: Good

OhSevenDays was started by Australian-Canadian Megan Mummery to promote slow fashion and the "power of circularity". Based in Istanbul, the brand reclaims end-of-roll fabrics from the city’s garment factories and creates sharp, everyday womenswear that’s as wearable as it is ethical. Essentially, it makes slow fashion from fast fashion's leftovers. OhSevenDays' garments are available in sizes XS-XL or custom sizing.

See the rating.

Shop OhSevenDays.

Shop OhSevenDays @ SlowCo.

Frankie

Rated: Great

Canadian brand Frankie Collective is dedicated to innovating women’s streetwear while setting a standard for sustainability in the fashion industry. It takes inspiration from 90’s staples and reworks vintage garments to push the boundaries of contemporary style. Find most items in sizes XS to 2XL.

See the rating.

Shop Frankie.

Mila.Vert

Rated: Great

Offers

Two people wearing a black and a beige more sustainable knit by Mila.Vert.

Mila.Vert – Site-wide

Mila.Vert's organic cotton knitwear is made in EU in a family-owned studio, is PETA-approved, and is sure to make you look and feel chic no matter the occasion. Exclusive 10% off with code GOODONYOU. (Ends: 31 OCT)

Checkout code: GOODONYOU
Shop now

Mila.Vert offers timeless, minimal, and chic clothing, adding sophisticated details that give the garments a modern feel. The Slovenia-based brand wants to make desirable clothing, avoiding the ethical and environmental issues that the fashion industry represents. Find the garments in sizes XS-XL, or make a custom fit order free of charge.

See the rating.

Shop Mila.Vert.

Editor's note

Feature image via Rumours, 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. We may earn a commission on sales with top-rated partners made using our offer codes or affiliate links.

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