Is ASOS A Fast Fashion Brand?

ASOS Responsible Edit

Yes, ASOS is a fast fashion brand.

ASOS is one of the largest online fashion retailers in the UK, and is the flagship brand of ASOS Plc, which also owns 17 own brands, including As You, Collusion, Miss Selfridge, Reclaimed Vintage, Topman, and Topshop.

ASOS sells clothes to over 22 million customers annually. It was founded by white British businessmen, Nick Robertson, Andrew Regan, and Quentin Griffiths (who are collectively worth over £100 million). Today it is owned by shareholders, and has over 3,000 employees. In 2021, ASOS reported making over £3.9 billion in revenue.

ASOS is a fast fashion brand due to the speed it produces its clothes, the scale at which it sells clothes, and the sheer number of clothes that it sells.

Fashion Revolution Transparency Rating: 47/100
Good On You Sustainability Rating: 2/5
Remake Fashion Accountability Report Rating: 

Additional Reasons Why ASOS Is A Fast Fashion Brand

Sustainable Alternatives To ASOS

If you’re looking to stop shopping at ASOS, I recommend checking out brands with similar styles and better ethical and sustainable credentials such as Aff & Jam, Bee & Alpaca, Before July*, Damson Madder, Lucy and Yak, Nude Ethics.

You could also check out my guide to 150+ sustainable fashion brands to find more, or consider searching for second-hand ASOS garments on my favourite second-hand fashion sites.

This post is part of a larger guide to UK fast fashion brands, which goes into more detail about the issues with fast fashion, why it will never be sustainable, and how to make your wardrobe more sustainable.

Data for this review is taken from the brand’s website, corporate website, Wikipedia, and sites linked throughout. All information is assumed correct at date of publication. Last updated: September 2022.

Disclaimer: This post contains affiliate links (denoted '*')


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