We don’t list every brand that describes itself as ethical or sustainable. The fashion industry is full of broad claims and undefined terminology, so we take a structured and research-led approach before adding any brand to the platform.

Our aim is to surface brands that make credible, transparent and measurable efforts to operate more responsibly.

Before listing a brand, we conduct independent research. This may include reviewing public disclosures, certifications, third-party assessments and supply chain information.

Listings are not permanent by default. We periodically reassess brands to ensure they continue to align with our standards, and we reserve the right to remove any brand if concerns arise.

Our criteria will evolve as the industry evolves. Responsible fashion is not static, and neither are we.

We only promote brands that demonstrate responsible manufacturing practices. This includes producing in regulated environments, working with audited factories or independent makers, and being transparent about where and how products are made.

Clear information about supply chains, factory locations and working conditions is important. While we recognise that no brand operates within a perfect system, a willingness to disclose and improve practices is essential.

We favour brands that use lower-impact materials, natural fibres, recycled inputs or more durable construction methods where possible.

We also consider how brands approach overproduction, waste and lifecycle impact. If environmental claims are made, we look for evidence to support them, such as material breakdowns, certifications or detailed impact reporting.

Ethical production exists on a spectrum. Some brands are well-established in responsible manufacturing, while others are actively transitioning away from less sustainable models.

We consider whether a brand demonstrates long-term commitment, acknowledges trade-offs and shows evidence of ongoing improvement. Progress and accountability are more meaningful than broad positioning statements.

We don’t list brands that:

• Operate primarily on fast-fashion production cycles

• Provide little to no supply chain transparency

• Rely on unsubstantiated ethical claims

• Decline to clarify concerns around their practices

If credible information suggests misalignment with our standards, we choose not to include the brand.