Is Boohoo a Fast Fashion Brand?

Boohoo For The Future

Yes, Boohoo is a fast fashion brand.

This also includes Boohoo’s sister brands: BoohooMAN, Coast, Karen Millen, Misspap, Nasty Gal, Oasis, Pretty Little Thing, and Warehouse.

Boohoo is a leading online fast fashion brand, co-founded by Asian-British businessmen Mahmud Kamani (worth £1 billion), his brother Jalal Kamani, and white British businesswoman Carol Kane (worth £100 million).

On alone, they have over 36,000 products, demonstrating the high speed and vast nature of the business.

Boohoo claims their low prices ensure that their “products are in everyone’s reach, not just those with lots of disposable cash“. However, they make over £850 million in revenue each year and reportedly pay subcontracted staff illegally low wages, as little as £3.50 per hour in UK factories.

Interestingly, Boohoo is part of the Sustainable Clothing Action Plan, a voluntary scheme that UK Government insisted was good enough to clean up the fashion industry without the aid of any further regulations as recommended by the Fixing Fashion Report (hint, it’s not). What Boohoo learns from this is a mystery to me.

Pretty Little Thing

While I could go on and on about Boohoo’s entire line of brands, Pretty Little Thing gets a special mention for being called out after hiring a blackfish model. Performative empowerment as usual.

In the same year, PLT were accused of forcing workers to continue at their warehouses despite worries over covid-19. Full details over on The Quirky Environmentalist’s write-up.

Back to Boohoo: in 2019, Boohoo launched its For The Future range in response to the growing demand for more sustainable fashion. This is not a sustainable collection, simply a hot mess of recycled polyester-and-elastane-blend dresses and tops.

Unfortunately, if you no longer wish to support Boohoo, you will also need to stop shopping with their sister brands too.

Instead, why not try purchasing them second-hand? Check out my guide to the best second-hand sites to shop in the UK for inspiration.

Transparency Rating: 0/100
Sustainability Rating: 0/5

This snippet 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, and Wikipedia. The Transparency Rating is from Fashion Transparency Index 2020. The Sustainability Rating is from Good On You.


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