Fast Fashion Brands to avoid!






Nike sells 25 pairs of shoes a second. That’s roughly more than 2 million pairs a day! And that’s just the shoes? Now lets imagine how much waste Nike produce?!

According to Greenpeace, Nike also uses toxic chemicals that aren’t only very damaging to the environment, but also hazardous to the workers. Nike received ‘Ethical Consumer’s’  worst rating for its cotton sourcing policy, as it doesn’t have a clear approach to use of pesticides and herbicides.


Companies that have the environment in mind should have a clear statement committing to the use of 100% sustainable cotton. Moreover, they have not set a science-based target to reduce greenhouse gas emissions generated from its own operations and supply chain, thus no evidence it is on track to meet its target. To makes things worse there is no evidence that Nike has a policy to prevent deforestation in its supply chain. That’s why they’re number 1 on the list of fast fashion brands to avoid!




2. Victotia’s Secret 






Next up on fast fashion brands to avoid is Victoria’s Secret. Victoria’s Secret has also been revealed to use toxic chemicals in that same Greenpeace report mentioned above.

In addition, the brand is not transparent about the factories it’s working with. The company also fails to provide a living wage to its garment workers.

Fortunately, women are already starting to turn away from Victoria’s Secret beauty standards and looking for other brands that represent women of different body types and skin colours, such as Fenty, were there is more diversity within the brand. There also is no evidence that the brand has a policy to reduce the impacts of micro-plastics or reduce textile waste when manufacturing its products.


Victoria’s Secret, signed up to Greenpeace’s “Detox My Fashion” program in 2011 and had set a deadline to remove hazardous chemicals by 2020. However, it is now 2021 and there is no evidence it met its target! Greenwashing?! I think so!!




3. Zara



Zara’s founder, 84-year old Amancio Ortega is the 6th richest person in the world. There is no evidence it minimises textile waste when manufacturing its products. Although, Zara has set an ‘absolute’ target to reduce greenhouse gas emissions generated from its own operations and supply chain, there is no evidence it is on track to meet its target.


Zara has fast fashion traits such as on-trend styles and regular new arrivals, constantly setting trends for the fashion industry. This business model is inherently harmful to the environment. According to wear next.  Zara uses wool, leather, down, and exotic animal hair, but their Animal Welfare Policy does ban fur, angora and animal testing in their clothing products. Unfortunately Zara provide no evidence it traces any animal products to the first stage of production.


Moreover, Zara’s Head Designer for the women’s department, Vanessa Perilman, attacked Palestinian model Qaher Harhash on Instagram. She was caught spewing anti-Palestinian slurs, Vanessa allegedly sent controversial messages to Qaher in response to pro-Palestine posts by the model from occupied east Jerusalem. Is it time to boycott a company in which lacks environmental liability and hires people like Vanessa Perilman? Of course not! Its unethical standards and lack of care for environment is all the reasoning we need to avoid this fast fashion brand.




4. H&M



H&M is amongst the brands you can often hear great news about. That’s because they’re really good at greenwashing, this basically means that they are making themselves look more sustainable and ethical than they really are.

The brand has a clothing recycling bin campaign, which in theory sounds great. But you know what’s better? Getting more longevity from better quality clothing.


Furthermore, H&M makes it sound like the clothes dropped off into their recycling bins are made into new garments. However, according to environmentalist Elizabeth Cline, that’s likely to happen with less than 1% of the clothes collected: according to The Economist, globally only 25% of the clothes going into recycling actually end up in sorting plants, Of the clothes sent to H&M’s sorter of choice, I:Collect — the company that handles the donations for H&M — says that “only 35% of what’s collected is recycled at all”.

H&M also has a more sustainable ‘Conscious Collection’. Although it sounds good, the collection itself used ymore sustainable materials but blends them with other fabrics to keep the prices low. Thus seeming sustainable, however, due to the clothing being fabric blends, they can’t be recycled which just contradicts the brand’s whole recycling campaign.


The other thing H&M is really great at is promises, as they promise to set both short term and long term sustainability goals. This gives us the impression that they are achieving some sort of CSR and care for the environment, but when the time comes they fail to keep those promises. But nobody cares by then, or they’ll just make another promise and problem solved. An example of this is in 2013, after the Rana Plaza collapse, H&M pledged to provide fair wages to its workers by 2018. It’s 2021 now, and they still aren’t able to pay a living wage or maintain safety regulations. H&M also plan on cutting carbon emissions by 2030, which is still a way away and considering its still a fast fashion company, the impact they have on the environment till then will be questionable. Thus making it number four on our list of fast fashion brands to avoid.



5. Fashion Nova


Fashion Nova an LA based company, has received the worst rating by Good On You. Fashion Nova is The brand scored ‘very poor’ on environmental impact, labor conditions, and animal welfare.

Unfortunately they are really good at influencer marketing, thus showcasing their items is easy. However, it sells cheap clothing that was made by poorly paid labourers, in mass quantities that our planet cannot sustain. According to ‘Good On You’ Fashion Nova’s about rating is ‘very poor’, furthermore, none of its supply chain is certified by labour standards; this is what ensures that workers health and safety, living wages or other labour rights. To top to all off Fashion Nova also received a score of 0-10% in the Fashion Transparency Index as t publishes very limited information about its supplier policies and audits.



There are many alternatives to fast fashion such as Swopping clothes, buying second hand, or even repurposing clothing. Prolonging items of clothings lives can have a reduced environmental impact, plus you can be thrifty visiting swop shops and charity shops for items of clothing.

And that’s a wrap on the top 5 fast fashion brands to avoid and why.