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Someone wearing a striped top and denim shorts, with the word Rumours and a sad emoji face overlaid in white text.
04 May
Someone wearing a striped top and denim shorts, with the word Rumours and a sad emoji face overlaid in white text.

How Ethical Is Rumours?

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Despite its burgeoning popularity, trendy US brand Rumours is “Not Good Enough” due to its lack of transparency. This article is based on the Rumours rating published in March 2022.

“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.


Rated: Good
Someone on roof wearing clothes by Afends.


Close up of bottoms by more-responsible brand Afends.

Afends – Site-wide

Shop new wardrobe essentials that are better for you and the planet. Exclusive 20% off with code SUMMER20. (Ends: 25 DEC)

Checkout code: SUMMER20
Shop now

Born in Byron Bay, Australia, 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.

Find most of the range in sizes XS-XL.

See the rating.

Shop Afends.


Rated: Good
Someone in suit by Bastet Noir.


People in tailor-made suits by Bastet Noir.

BASTET NOIR – The Boss Babes Collection

Find tailor-made suits and jumpsuits with a unique and modern twist for you to wear all year round. Exclusive 20% off the Boss Babes Collection with code COZYINBASTET20. (Ends: 31 DEC)

Checkout code: COZYINBASTET20
Shop now
Someone in responsibly-made coat from a blend of lower-impact and deadstock fabrics by Bastet Noir.

BASTET NOIR – The Fields of Gold Collection

Autumn and winter trench coats tailor-made to your measurements from a blend of lower-impact, and deadstock fabrics. Exclusive 20% off the Fields of Gold Collection with code COZYINBASTET20. (Ends: 31 DEC)

Checkout code: COZYINBASTET20
Shop now

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 36-42, or in custom sizing.

See the rating.



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 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.


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 responsible. Essentially, it makes slow fashion from fast fashion's leftovers.

OhSevenDays' garments are available in sizes XS-XL, or in custom sizing.

See the rating.

Shop OhSevenDays.

Shop OhSevenDays @ SlowCo.


Rated: Good

Canadian brand Frankie Collective is dedicated to innovating women’s streetwear while setting a standard for responsibility in the fashion industry. It takes inspiration from '90s staples and reworks vintage garments to push the boundaries of contemporary style.

Find most items in sizes XS-2XL.

See the rating.

Shop Frankie.


Rated: Great

Mila.Vert offers timeless, minimal, and chic clothing, adding sophisticated details that give the garments a modern feel. The Slovenia-based brand aims 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 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.

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