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Close up of hands doing up a black bra clasp with the word ThirdLove and a sad emoji face highlighted in white.
27 Apr
Close up of hands doing up a black bra clasp with the word ThirdLove and a sad emoji face highlighted in white.

How Ethical Is ThirdLove?

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Founded in 2013, ThirdLove has rapidly grown to become a much-loved underwear brand. Sadly, it does not disclose enough information about how it impacts people, the planet, and animals. In this article, we take a closer look at why ThirdLove is rated “We Avoid”. This article is based on the ThirdLove rating published in February 2021.

ThirdLove, the “bra brand darling of millenials”

Described by Forbes as the “bra brand darling of millenials”, ThirdLove is an American underwear brand founded in 2013 by Heidi Zak and her husband David Spector.

The brand is known for its body-positive and inclusive marketing, offering bras in many different sizes, including half cups. ThirdLove claims it’s helped over 18 million women find a bra that actually fits.

But is ThirdLove helping people, the planet, and animals in production? What’s ThirdLove’s impact on the Earth and its inhabitants? It’s time we answer the question: how ethical is ThirdLove?

How ethical is ThirdLove?

Sadly, there’s not much to say about ThirdLove. Usually, in these types of articles, we have a closer look at the brand’s rating and break it down so that you know more about how a brand is performing across the three key areas of environmental impact, labour conditions, and animal welfare.

But for ThirdLove, we didn’t find much.

The brand does talk about the factories it’s working with in Asia and that it makes sure all its partners are providing good working conditions and following local labour laws by working with “expert third-party auditors to audit factories at least every year”. The brand also states it is collaborating with its partners “to improve working conditions according to internationally accepted standards”.

ThirdLove also highlights its work with organisations like I Support the Girls, Soles4Souls, Good360, and St. Anthony’s, to which they’ve donated over $50 million of products to help women. When returned products can’t be donated or resold, the brand says it works with Texaid to upcycle these materials into new uses.

But, this is not enough. Overall, ThirdLove provides insufficient relevant information about how it reduces its impact on people (including whether it pays a living wage), the planet, and animals. You have a right to know how the products you buy affect the issues you care about. ThirdLove is rated “We Avoid” overall.

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.

We know how important underwear is, so if you’re on the lookout for size inclusive, sustainable, cool brands at different price points, have a look at the brands below.

Good swaps

“Good” and “Great” alternatives to ThirdLove


Rated: Good

Los Angeles-based Proclaim makes beautiful bras, underwear, and basics from more responsible materials like recycled plastic bottles and TENCEL. Its designs come in three shades of "nude", building inclusivity into the brand. It also ensures the people in its California factory earn a living wage, and visits suppliers regularly.

Find the range in sizes S-3XL.

See the rating.

Shop Proclaim.


Rated: Good

Pantee is a women's underwear brand based in the UK with a focus on comfort. The brand incorporates a high proportion of lower-impact materials including recycled materials, and its limited production run minimises textile waste.

Find bras and undies in sizes XS-3XL.

See the rating.

Shop Pantee.

The Very Good Bra

Rated: Good

The Very Good Bra is an Australian womenswear label that houses lingerie and other basics for the modern woman.

Find most bras in cup sizes A-E, and clothes in S-L.

See the rating.

Shop The Very Good Bra.


Rated: Good
Someone sunbathing in a one-shoulder swimsuit by Underprotection.

Underprotection is a Danish brand combining ethics and aesthetics, creating underwear, loungewear, and swimwear from lower-impact materials like organic cotton. All of its packaging, paper, and polybags are either recycled or biodegradable, and it only works with certified factories as it believes “fair working conditions and fair wages are human rights”. Underprotection exists to celebrate women of all kinds, and its goal is to make them feel as beautiful and comfortable as possible.

You can find the full range in XS-XL.

See the rating.

Shop Underprotection.

Subset (Knickey)

Rated: Great
People in underwear by Subset.

Made in a Fair Trade Certified factory, US brand Subset’s organic cotton underwear sets are some of the best in the responsible fashion market. Taking it a step further, the brand has also partnered with an NYC non-profit to recycle old undergarments, turning the fibres into insulation and rug pads. Sending in your old undies will not only help cut down on the amount of fibres that wind up in the landfill, but it’ll give you the freedom to buy new, responsibly-made sets.

Find most items in sizes 2XS-4XL.

See the rating.

Shop Subset (Knickey).


Rated: Good

HARA is a clothing label designed for you and our earth collectively. The brand specialises in organic bamboo cotton underwear and loungewear, with its vibrant colours achieved naturally with turmeric, indigo, and madder root plants.

HARA's products are inclusively sized with a range of XS-5XL.

See the rating.

Shop HARA The Label.


Rated: Good

Founded in Australia by two best friends, Boody is a clothing brand with comfort, style, and health at its core. It creates comfortable, thoughtfully-made everyday essentials made from organically grown bamboo. It reduces waste through lower-waste cutting techniques and using a closed-loop system in its supply chain, supporting the green and ethical movement.

Find the range in sizes XS-4XL.

See the rating.

Shop Boody.

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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