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14 Feb

Making Progress: 11 Brands That Have Improved Their Good On You Ratings

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Curious about what brands’ ratings look like over time and who’s progressing? We looked at the data on the brands rated during the last quarter of 2023 to see which ones had improved their practices the most since we last rated them.

Which fashion brands are improving their practices?

Brand ratings are at the heart of Good On You’s mission to make shopping your values simpler. We have been rating brands since 2015—more than 6,000 to date—uncovering the ones doing harm and highlighting those doing better for people, the planet, and animals.

Our ratings team also continually re-rates brands using the most up-to-date information and data available, so you can see accurate details about how the brands you’re interested in are impacting people, the planet and animals. We review ratings regularly—annually for large brands and every 18 months for smaller brands. And when there is a significant change in a brand’s public disclosure, or a public or stakeholder concern about changes in the company’s practices, we’ll also initiate a review. In 2023, re-rates represented around 36% of the total brands we analysed.

Looking at the data for the 155 brands we re-rated in the last quarter of 2023, 43% of them improved their rating, while 3% saw no improvement and sadly, 54% got worse. All the brands that improved are smaller labels. Unsurprisingly, Good On You’s data reflects the general trend in the fashion industry: greenwashing is still far too present, and most brands, especially the big ones, are doing far too little to reduce their impacts on people, the planet, and animals.

It’s not all bad news—a lot of brands are making good progress, and in this report, we’re highlighting the most recently rated ones (in the last quarter of 2023) that have made the biggest strides.

How Good On You rates brands

Good On You is the most comprehensive and widely trusted brand ratings system for fashion. Our mission is to help you make better choices.

Since 2015, we’ve built a database of over 6,000 fashion brands, all assessed against our world-leading ratings system for their impact on people, the planet, and animals. Behind the scenes, the Good On You ratings system captures the complexity of sustainability, aggregating up to 1,000 data points across 100 key issues for each brand. Our team of analysts use their industry-leading expertise and ratings tech to efficiently assess fashion brands’ impacts across the entire supply chain.

Brands receive an overall score that is converted into a rating on a clear and comparable five-point scale, from “We Avoid” all the way up to “Great”. You can download our app or check out the directory to discover the best brands for you.

For this report, we looked at the data for the 155 brands our analysts re-rated in the last quarter of 2023, and highlighted the ones whose overall scores increased enough for them to go up a level on our rating scale, for example, from “It’s A Start” to “Good”, or from “Good” to “Great”. We haven’t focused on brands whose ratings increased but were still bad overall, for example, from “We Avoid” to “Not Good Enough”. The idea is to encourage brands that are actively making progress and reducing their impacts.

The brands that have improved their ratings the most in recent reviews


Rated: Good

LOVE BRAND & Co is a UK-based luxury men’s swimwear brand. When we first rated the brand, it made very little information available to the public, but it has since published an impact report. LOVE BRAND & Co rates “Good” for the planet because it uses a high proportion of lower-impact materials and reuses some of its textile offcuts. The brand still has some work to do, especially when it comes to labour conditions, as we found no evidence that the brand is paying a living wage.

See the rating.


Vigo Swim

Rated: Good
Two people outdoors wearing swimmers by Vigo Swim.

Vigo Swim is a Puerto Rican brand that creates colourful and versatile swimwear. It’s now rated “Good”, having moved up from its previous “It’s A Start” rating. Vigo Swim rates “Great” for the environment as it uses a high proportion of lower-impact materials, including OEKO-TEX Standard 100 certified fabrics. The brand rates “It’s A Start” for labour—the fabrics are made in Colombia and the garments are made in Puerto Rico by a small in-house team.

See the rating.

Shop Vigo Swim.

Smalls Merino

Rated: Good

Smalls Merino is a British label offering ultrafine merino wool clothes for layering and lounging. Like Vigo Swim, the brand improved its rating to “Good” and also improved its planet and people scores. This time, Smalls Merino shared more information about its environmental and labour impacts, including how it works with suppliers.

See the rating.

Shop Smalls Merino.


Rated: Good

Caftanii is an Italian resortwear brand that creates timeless and feminine pieces. The brand improved its overall score from “It’s A Start” to “Good” thanks to more information about its materials, which include organic linen and cotton. When it comes to labour, Caftanii traces parts of its supply chain, and partners with artisans and independent makers.

See the rating.

Shop Caftanii.


Rated: Good

If you’re looking for simple and practical accessories, then you’ll want to check out Swiss brand QWSTION. The brand now rates “Good” overall, including a “Great” rating for planet—an improvement from previous analysis. The brand uses a high proportion of lower-impact materials, including organic cotton, which helps limit the chemicals, water, and wastewater in its supply chain. It also uses low-waste cutting techniques to maximise fabric use and opts for vegetable-tanned leather over chemical-heavy tanning processes.

See the rating.



Rated: Great
People in denim jackets and shirts by Non.

Non is a UK-based label that makes raw selvedge-denim jeans, jackets, and accessories that are designed to last. The brand recently improved its rating from “Good” to “Great”—our highest rating. Non is entirely vegan, which explains its “Great” rating for animals, and it’s also doing “Great” for planet. It has made some improvements to its labour practices, including ensuring workers in the final production stage are paid a living wage.

See the rating.

Shop non.

Infantium Victoria

Rated: Great
young POC girl wearing preloved green velvet dress by ethical vegan brand Infantium Victoria

Another company improving from “Good” to “Great” is Infantium Victoria—a more sustainable children’s fashion brand. This German brand scores highly across the board. Its products are certified by Global Organic Textile Standard (GOTS), and it sells previously owned products to minimise textile waste. The brand is PETA-vegan certified and has embedded circular principles into every step of the life cycle of all of its products.

See the rating.

Shop Infantium Victoria.


Rated: Good

AFROBLONDE is an Australian brand creating bags and accessories, which has improved its rating to “Good”. The brand produces long-lasting products using lower-impact materials, but it still has some work to do when it comes to its labour practices—most importantly, implementing a Code of Conduct and sharing more information about how it ensures workers are paid a living wage.

See the rating.



Rated: Good

Modibodi is an Australian brand that makes period and leak-proof underwear for everyone. The brand is now rated “Good”—up from “It’s A Start”. It added more information about the materials it uses as well as how it traces its supply chain. The brand also ensures workers in the final stage of production are paid a living wage.

See the rating.

Shop Modibodi.

Automic Gold

Rated: Great
Sustainable gold bracelet by Automic Gold

Queer-owned Automic Gold creates minimalist designs made from reclaimed materials, setting new standards for more ethical and sustainable jewellery. The brand’s rating went up from “Good” to “Great” in 2023. Its planet rating has improved to “Great” as it reuses offcuts, and its people rating has increased to “Good”, because the brand is now sharing more information about living wages and how it traces its supply chain.

See the rating.

Shop Automic Gold.


Rated: Great

Rifò is an Italian brand that combines circular economy, craftsmanship, and responsible fashion. The brand name is a Tuscan inflection from the verb “rifare” and it represents the way of speaking of the artisans who invented “Cenciaioli”—a centuries-old method of recycling clothes. Rifò’s rating has moved up to “Great” overall to reflect the changes disclosed by the brand, including supplier lists. It was also awarded positive citizenship for using more responsible purchasing practices.

See the rating.

Shop Rifò.

Editor's note

Feature image via Canva. 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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