Is Sports Direct A Fast Fashion Brand?

Yes, Sports Direct is a fast fashion brand.

Sports Direct is the flagship brand of Frasers Group, owned by white British businessman Mike Ashley (worth £2.71 billion). Its sister brands include 18Montrose, Agent Provocateur, Campri, Cruise, EverlastFiretrapFlannels, Gelert, Gul, House of Fraser, I Saw It First, Jack Wills, Kangol, KarrimorLA Gear, Lillywhites, Lonsdale, Lovell SportsMiss Fiori, MissguidedNo FearSlazenger, Sondico, SoulCalSports Direct, USA ProUSC and Van Mildert. As a group, it operates 670 stores with 26,000+ employees around the world. It made £3.62 billion in revenue in 2021.

Sports Direct and its sister brands are fast fashion brands due to the speed of production and scale of clothes that they sell.

Fashion Revolution Transparency Rating: 5/100
Ethical Consumer Score: 2.5/15
Good On You Sustainability Rating: N/A

Additional Reasons Why Sports Direct Is A Fast Fashion Brand

Over the past few years, Sports Direct has repeatedly demonstrated that it does not care for its staff:

Now imagine how they treat their third-party partners and garment workers…

Sustainable Alternatives To Sports Direct & Its Brands

If you’re looking to stop shopping at all of the above brands, I recommend first checking out the affordable brands listed in my guide to 150+ sustainable fashion brands and my favourite second-hand fashion sites. For more specific swaps, check out my posts on ethical activewear, lingerie, and more guides.

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. The Transparency Rating is from Fashion Transparency Index 2021. All information is assumed correct at date of publication.


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