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American label Free People, rated “Not Good Enough”, is not pulling its weight when it comes to protecting the Earth and its inhabitants. So if you’re looking for the same hippie, vintage-inspired vibes, have a look at these 11 more sustainable alternatives to Free People.
This article is based on the Free People rating published in December 2024.
Free-spirited fast fashion doesn’t make the cut
If you used Tumblr in the 2000s, admired Sienna Miller’s fashion and the Olsen twins’ outfits, or spent time browsing through Coachella fashion Pinterest boards, chances are you’ve seen Free People’s clothes before.
The brand surged in popularity in the early 2010s, when its Firecracker flared jeans—which feature stars on the back—were perennially sold out.
Free People’s appeal lulled while minimalist trends reigned, but it’s now back in style thanks to an uptick in vintage-inspired Western fashion and so-called “boho” items that Free People is so well known for. Recently, its products have gone viral online—namely the Oasis dress, Lowen skirt, and Classic Oversized Crewneck Sweatshirt—and its activewear line, FP Movement, is becoming ever popular with runners on TikTok.
The brand started as a small Philadelphia store in the 1970s, and served as the precursor to its founders’ bigger brand, Urban Outfitters. Today, Free People remains under the Urban Outfitters parent company, which is called URBN, alongside Anthropologie. You’d think that, having started as a small brand and continually dubbing itself a brand for the free-spirited, Free People might step up and be a trailblazer for sustainability. Unfortunately, that’s not the case, and its “Not Good Enough” rating hasn’t shifted for years.
Free People isn’t doing enough
Free People rates “Not Good Enough” for people, the planet, and animals. While the American label (and its parent company URBN) has made some progress when it comes to reducing its impact on the planet, there is still room for improvement. Efforts like promoting reusable shopping bags, using energy-efficient LED lighting in stores, improving fuel efficiency in shipping, and renewable energy being installed in part of the brand’s direct operations, are good starting points but they just don’t cut it. As a huge, global brand that mass produces clothes, Free People needs to address some of the most pressing sustainability issues in fashion today, such as reducing emissions in its tier 2 production stage (ie when fabrics are manufactured). The brand should also be working to manage the hazardous chemicals, water usage, and wastewater in its supply chain.
We also found no evidence that Free People workers are being paid a living wage.
When it comes to animals, Free People also has a way to go before it can achieve a higher rating. The brand still uses leather, wool, and exotic animal hair from unspecified sources, and it doesn’t even have a formal animal welfare policy.
Overall, we’ve rated Free People “Not Good Enough”. Free People has to do better for the planet, people, and animals, be more transparent, and treat all its workers fairly.
If you’re disappointed to read that a brand with the aesthetic you like is doing poorly then worry not, because there are plenty of brands working more sustainably and producing clothes with a similar vintage and hippie-inspired look. Think breezy blouses, cool denim, boots, retro prints, and flouncy layers. Scroll on to meet 11 brands rated “Good” and “Great” that are alternatives to Free People.
