100+ Fast Fashion Brands & Reasons To Avoid

Ok, it’s time to talk about fast fashion. What is it? Which brands? Why is it bad? Despite writing for almost 6 years, and sharing 600+ posts on this sustainable fashion blog, not one of them covers any of this. That changes today!

The reason I’ve never written on the topic of fast fashion (directly) is because I tend to write about sustainable brands I love, whose values align with my own. And for fast fashion, I don’t like giving air time to brands that I would never shop with.

However, as Boohoo is hit with illegal wage allegations, I realised how important it is to highlight that they aren’t the only fast fashion brand out there. Ironically, brands like ASOS and Next are now dropping Boohoo due to these allegations, but they themselves are fast fashion brands too.

And what’s often left out of the headlines is that fast fashion is accepted by shareholders and society more generally, so long as it turns a profit. So long as the exploitation of people and planet is kept out of the limelight, it’s all fine (apparently).

For this reason, I think it’s important to educate ourselves on which brands are fast fashion, and to ask for better. And they could really do a lot, lot better.

What Is Fast Fashion?

The term ‘fast fashion’ describes any form of fashion that is produced at high speeds and low cost. Designs often follow trends, sometimes copying or mimicking outfits seen on catwalks, in magazines, or on influencers, as well as smaller boutique brands. Certain fast fashion brands have been known to launch new collections every other week, making upwards of 20 seasons per year.

6 Reasons To Avoid Fast Fashion

Last week I shared why I’m taking part in Slow Fashion Season, and the many issues of fast fashion as it stands. For the record, here’s six key reasons why fast fashion should be avoided:

  • Low-quality clothing that is not designed to last
  • Unfair treatment of people (mainly women and people of colour) in fast fashion supply chains, even in the UK
  • No transparency around the sourcing of materials, environmental impact, or even anti-slavery practices
  • Zero responsibility for the social and environmental cost of clothes
  • Lacking support and uptake of sustainable clothing schemes
  • False messages around mental wellbeing, body positivity, female empowerment, and anti-racism

I’d like to go into that last point a little further: for a long time now, I have had issue with the predatory marketing techniques these brands employ. Many market their cheap products against a background of luxury living – fast cars, parties, swimming pools, villas. They prey on so many of us who work hard for our livings, and wish for a better life. Some brands will also talk about mental health, female empowerment, body positivity, etc. However, these brands are the same employers who pay their workers as little as possible, with no support for physical or mental health, or even respect for the work they do.

And when looking at the anti-racism sentiment, during the backlash against police brutality in May 2020, so many of these brands took the time to post ‘blackout’ Instagram pics and sell their clothing alongside charitable donations to anti-racist organisations, yet their support was all performative. The reality is, the majority of fast fashion garment workers are women and people of colour, and they are exploited on a daily basis by these same brands.

These Brands Will Never Be Sustainable

The main issue I have with all fast fashion brands is that the work they are doing to be more sustainable, both socially and environmentally, is done after issues arise. Their policies are defensive, and reactively implemented when they are called out in newspaper headlines and by whistleblowers. In most cases, they strive for the most basic working conditions legally possible, and the most basic materials, while throwing money at a few CSR organisations and initiatives to remove their own responsibility to care for people and planet.

It’s for this reason that I believe fast fashion will never be sustainable. It’s easier for these businesses to close, than to continue hoping they will ever improve.

130 Fast Fashion Brands in the UK

Fast Fashion Brands To Avoid | Curiously Conscious

So, let’s get into the list of fast fashion brands. When compiling this, I was surprised at the huge number of fast fashion brands operating in the UK – the list just kept growing and growing.

To ensure the facts included here are accurate, I have used the following sites for information on each brand:

Within this list, you can click on each brand to find out why I class this brand as fast fashion, as well as details on the brands’ founders, worth, scandals, and ratings:

P.S. Brand not on the list? If you have a question mark over a brand, try checking to see whether they sell hundreds of items, pushing low costs, discounts, and sales. More often than not, they’re fast fashion. You can also comment below with the brand you’d like me to check out, and I’ll be sure to add them to the list!

Don’t Feel Guilty About Past Purchases

I also wanted to share a note on feeling guilty, because I can imagine some of you reading this found out horrible things about your (now ex-) favourite brands.

Before you feel guilty or upset about the fast fashion items in your wardrobe, please know that the responsibility of these poor labour conditions, the low pay, the high speed of production, and the large environmental impact, lands squarely at these brands’ founders’, directors’, and shareholders’ feet. This small group of people profits from these unethical practices, and I’m talking billions of pounds each year. Not you.

I still have some fast fashion items in my wardrobe, and I gave up shopping with many of these brands years ago. The photos show some of the labels I still own and wear. But also, now I know better than to trust these brands. And I now know how to avoid fast fashion while still enjoying my clothes…

5 Simple Steps to Avoid Fast Fashion

To round this guide off, I wanted to share a few ways that you can still enjoy fashion, but move away from fast fashion.

Firstly, try shopping second-hand or vintage fashion. You can still purchase your favourite brands and styles, only this time they’re cheaper, and they don’t support the brand’s evil activities.

Second, try sussing out your style. So many of us are led by trends we see in magazines, TV, adverts, Instagram etc. Whereas so many great dressers actually avoid these trends! Finding your style takes time, trial and error, but it’s so much more worth it.

For fast-fashion-aholics, I have a harsh truth to break to you: it’s time to reduce how much clothing you buy. In the UK, we buy more clothes per person than any other country in Europe – on average, a suitcase full of clothes each year. That’s too much, and it’s harming the planet and millions of people.

If you’re an emotional shopper like me (I used to shop when I felt sad, shop when I felt happy), it may be time to address what has you feeling the need to shop, and work on that. Work on self-esteem. Work on body positivity. Find your tribe online. We love you, promise.

And finally, familiarise yourself with more sustainable fashion brands. Even if you don’t shop with these brands, you can gain some perspective by seeing how they work with smaller collections, better materials, and designs that are made to last. These brands and designers are the antithesis to fast fashion!



  1. Maggie
    May 6, 2023 / 7:13 pm

    Thanks for putting this together!! https://goodonyou.eco/ is another great site to check a brand’s ratings too! It’s always so hard for me to tell if a brand is greenwashing. I think Patagonia and Cotopaxi are ok for being bigger brands, but I’m not sure. Love posts like this!

  2. February 9, 2023 / 11:14 pm

    Hi. Great article! Thank you for putting this together. Do you have a list of sustainable brands that we can purchase from within the UK? That would be every so helpful. Many thanks.

  3. Elenor Shaw
    December 6, 2022 / 8:10 am

    You have made a huge list of brands. I love the way you described all the things in this article. The most interesting part of reading this article is that you described the reasons for avoiding fast fashion.

    • besma
      December 6, 2022 / 11:42 am

      Thanks Elenor! I try to add a little personality and humour (I think it’s needed, especially in the face of fast fashion!)

      B x

  4. Frozen Willow
    November 13, 2022 / 3:04 pm


    Thank you for this blog. I was just wondering if there are any references associated with what is “Fast-Fashion” particularly the claim of 128 being in the UK. I am doing an essay on Primark and New Look.

    • besma
      November 15, 2022 / 4:32 pm

      Hi Frozen Willow, thanks for the comment! Fast fashion can be defined as “clothes that are made and sold cheaply, so that people can buy new clothes often” (Cambridge Dictionary), although I would argue that the speed of the fast fashion business model is set by the fashion brands, making new clothes lines as often as every week, rather than by customers buying so frequently.

      The number shown here is the number I’ve personally researched and added to the list, many with links and more information as to why I consider them a fast fashion brand. That includes Primark and New Look, although both are due an update soon.

      I hope that helps! B x

      • Heather
        November 23, 2022 / 11:26 pm

        Hi I’m so sorry I cannot find where to comment as an original comment rather than an add on so I apologise…
        I have to add my thoughts here…. Fashion aside most people shop for clothes where they can afford to unfortunately, and I am one of them, 90% of the places on this list I have never step foot in or shopped at as they are way out of budget and overpriced for what it is… the remaining 10% of the shops are pretty dismal if I’m honest for choice in what’s on offer nevermind if it’s affordable.

        • besma
          November 24, 2022 / 11:16 am

          Thanks for your comment Heather – I think if you’re shopping for clothing on a needs-only basis, a lot of this doesn’t factor in. Clothes are functional first, and everyone needs them. However, for people who are shopping for pleasure, I hope this guide will help show what kind of negative business practices their frivolous purchases are funding!

          B x

  5. caitlin
    March 25, 2022 / 7:30 pm

    Hi, what are your thoughts on Guess? Currently writing my dissertation on fast fashion brands and I can’t seem to make my mind up on whether they fall into the fast fashion category or not?

    • besma
      March 28, 2022 / 6:49 pm

      Hi Caitlin, thanks for the comment! I haven’t looked into Guess but I imagine they would track with similar brands I mentioned in my post on luxury fashion: https://www.curiouslyconscious.com/2022/01/is-luxury-fashion-sustainable.html/

      It may also be worth looking at their ratings on the Fashion Revolution Transparency Index, Good On You, and Ethical Consumer Mag.

      I hope that helps, and best of luck with your dissertation!

      B x

  6. Susie
    November 20, 2021 / 7:47 pm

    Is it ok to buy these brands but second hand? Is it less about fast fashion then?

    • besma
      November 23, 2021 / 10:45 am

      Hi Susie, thanks for the great question! Second-hand is fine as it’s not directly creating demand, but my top tip would be to look for true sellers rather than resellers (i.e. stay away from sellers selling lots of this season or BNWT for a profit). At the same time, you may find shopping with smaller, more sustainable brands is a better investment, as the quality is often higher. I do a mix of both!

      B x

  7. Mou Roy
    July 14, 2021 / 8:50 am

    This is amazing!! Please check on some brands like adidas, nike, puma, reebok, j crew, whistles, Abercrombie and fitch, Hollister,Lacoste,Polo Ralph Lauren ,Tommy Hilfiger,Gap, Calvin Klein, J crew, Agolde.. Are they ethical?

  8. Jo
    May 6, 2021 / 6:48 pm

    Hi. Great article! Thank you for putting this together. Do you have a list of sustainable brands that we can purchase from within the UK? That would be every so helpful. Many thanks.

  9. Eleanor
    April 8, 2021 / 2:21 pm

    Loved this post, I’m trying to be more conscious of fast fashion but find it really hard (especially with charity shops shut due to the pandemic in the UK). What are your thoughts on Abercrombie? I think they tend to steer clear of trends and have more of their own “style” but i’d be interested to know if they’re ethical.

    • besma
      April 10, 2021 / 10:30 pm

      Thanks Eleanor! I haven’t looked into Ambercrombie but would assume their model is high street fashion if not fast fashion. Will add to the list to research when I next update this post!

      B x

  10. Hattie
    February 25, 2021 / 12:22 pm

    Hiya! Love this list and found it super helpful! What are your thoughts on Fila, Jack Wills and Superdry? I love those shops but am really trying to be more eco friendly at the moment.

    • besma
      February 25, 2021 / 12:56 pm

      Hi Hattie, thanks for your comment and I’m so happy to hear you’re working on being more sustainable too! I’ve added Fila, Jack Wills, and Superdry to my list of places to research next, although I have a feeling with each of these that they produce fashion at such a quick pace and large scale that they will also fall under fast fashion.

      B x

  11. Patricia
    January 5, 2021 / 2:35 am

    Hi! I love this list that you put up! I saw just recently that Zara is an ethically produced/sourced brand. I really don’t buy from this brand because of my budget 🙁 hahaha what can you say about this claim? Thank you!

    • besma
      January 5, 2021 / 11:29 am

      In answer to your question – I disagree with this wholeheartedly. Zara is not ethically produced. It’s a fast fashion brand. They may work with European factories, but they also stopped paying their contracted factories using covid-19 as the excuse last year, and only promised to pay after consumer and industry pressure. Plus their speed of production is too high to be anything but fast fashion.

      B x

  12. December 4, 2020 / 8:11 am

    Hi! What are your thoughts on Whistles?

    • besma
      December 8, 2020 / 1:51 pm

      Hi Ashstyle, thanks for the question! I see Whistles as similar to COS, however I haven’t yet researched them enough to pass judgement. I’ve added the brand to my list for when I next update the post – will let you know!

      B x

  13. Anon
    October 31, 2020 / 4:53 pm

    Hi, very useful list of fast fashion companies to avoid. Also useful would be a list of (at least some) of the better companies which are not to be avoided.

    • besma
      November 1, 2020 / 5:12 pm

      Stay tuned, because there’s one on the way…!

      B x

  14. Michelle Mendez
    August 20, 2020 / 12:39 am

    Hi, do you know if For Love and Lemons its sustainable? They just published a new line thats supposed to be 100% made of recycling materials but i dont know that much about how this sustainable bying works, if you do check it out please let me know.

  15. Kat
    August 17, 2020 / 7:54 am

    Dear Besma,
    I just wanted to tell you that I love your Blog and the great articles you’re publishing. It’s very eye-opening (though a little frustrating on which brands should be avoided)…

    One thing I realised when going through your links: you link the “IS URBAN OUTFITTERS A FAST FASHION BRAND?” behind “Anthropologie” 😉

    Wishing you all the best,

    • besma
      August 18, 2020 / 12:01 pm

      Hi Kat, thanks for the kind words! The reason Anthropologie links to the Urban Outfitters review is because they’re both owned by the same group – URBN. Unfortunately URBN provides very little information about their supply chain, and makes no real differentiation between its sub-brands, so the review covers all their brands in one go.

      B x

  16. Vishaka
    August 6, 2020 / 10:19 am

    This is such an eye opening article. Very well researched and written. I can proudly say that i do not buy from any of the above mentioned brands. Also looking forward to your article on sustainable brands.
    Love you work. Kudos !!
    – Vishaka

    • besma
      August 6, 2020 / 10:57 am

      Thank you Vishaka!

      B x

  17. Rebecca
    August 5, 2020 / 12:15 pm

    Thanks so much for this! Such an informative read and hugely researched list *claps* x

    • besma
      August 5, 2020 / 12:59 pm

      Thank you Rebecca! x

  18. Hanna
    July 30, 2020 / 3:51 am

    Hello, I love your blog
    I was wondering what’s your thoghts about Levi’s ?

  19. Nirupama
    July 26, 2020 / 11:39 am

    Hello! Thank you for this list, it must have been exhausting to do the work, greatly done! I don’t see Tkmaxx in the list, is that okay to buy from then?

    • besma
      July 26, 2020 / 6:47 pm

      Hi Nirupama, thanks for the lovely comment! TKMaxx tends to stock third-party brands, so it’s a case-by-case basis with them. For example, I know they stock Stella McCartney products which are made in a much fairer way than most luxury items. I’m sorry I can’t be more help!

      B x

      • Nirupama Kondayya
        July 29, 2020 / 11:46 am

        Thank you so much for the reply I’m new to England and looking out for affordable options, hence the question. You take care and keep enlightening us

  20. Miri
    July 22, 2020 / 11:49 am

    Hi! thank you for that! what about buying from the “sustainable” lines of Zara and HM? or what if the garment is made from 100% organic cotton? also, could you please recommend a place to buy great quality T-shirts?

  21. Liene
    July 21, 2020 / 4:33 pm

    Hi. Great work first ofvall!! 🙂 I am wondering about Lindex, Happy socks…and maybe you could add some sports brands?
    Thsnk you for the work!

    • besma
      July 21, 2020 / 5:00 pm

      That’s a great idea Liene – I wrote a guide to ethical activewear a while ago, but I haven’t ever looked at sportswear brands more generally. Added to the to-do list!

      B x

  22. Katie
    July 20, 2020 / 5:56 pm

    Hi! What are your thoughts on Whistles? Thanks x

    • besma
      July 21, 2020 / 12:06 pm

      Hi Katie, thanks for the comment! I used to adore Whistles (and even now I still love the clean aesthetic they have) but I only ever bought it second-hand. I’ll take a look into the brand for you and comment back with thoughts and/or add to the list…

      B x

  23. July 20, 2020 / 12:20 pm

    Hey, great list – what are your thoughts on Oliver Bonas?

    • besma
      July 20, 2020 / 12:55 pm

      Hi Bronni, thanks for the question! I’ve not looked into Oliver Bonas, other than walking round their shops, which tells me they’re more of a mid-range brand, often stocking a smaller selection of clothes than many of these brands here. I’ll review them for you and comment with my findings/add them to the list if they’re not up to scratch!

      B x

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