No, Adanola is not an ethical or sustainable brand. It is a fast fashion company whose business model is built on rapid production, high-volume sales, and trend-driven collections, which are all hallmarks of an unsustainable business. While Adanola has avoided public controversies, it provides virtually no transparency about its supply chain, labor conditions, or environmental practices. This severe lack of disclosure makes it impossible to verify any ethical or sustainable claims.
Adanola's practices align with other fast fashion giants, prioritizing speed and low costs over environmental responsibility and worker welfare. Here’s a detailed breakdown of its business model and practices.
Adanola directly emulates the fast fashion business model, focusing on frequent product drops and trendy, affordable activewear to drive constant consumption. Its operations are characterized by the following:
Adanola’s ethical practices are highly concerning due to a complete lack of transparency. The brand does not disclose any meaningful information about its supply chain, making it impossible to assess the conditions of its factory workers.
Adanola’s items are mainly manufactured in China and Turkey, regions where factory workers often face low pay and poor working conditions. Typical wages in these areas can be $180-$250 per month, which often falls below the estimated living wage of $350-$400. Adanola does not publish a supplier list, codes of conduct, or the results of any factory audits. There is no evidence of certifications like Fair Trade or WRAP to verify fair labor standards. Without this information, there is a significant risk that workers are not paid a living wage or are subjected to unsafe conditions.
The brand is entirely opaque about its supply chain. It does not provide any names or locations of its factories, preventing independent verification of its labor claims. Such a profound lack of transparency is a major red flag in the fashion industry and is typically a characteristic of brands with something to hide when it comes to unethical working conditions.
Adanola primarily uses synthetic materials like polyester, elastane, and conventional cotton in its clothing. There is no indication that it uses animal-derived materials like leather, fur, or wool, so direct animal welfare concerns are minimal. However, without material traceability, it’s unclear if any minor components are derived from animals.
Adanola demonstrates minimal, if any, commitment to sustainability. Its business model inherently promotes overconsumption, and the company has not implemented credible initiatives to mitigate its large environmental footprint.
Adanola’s products are made almost exclusively from conventional, non-sustainable materials like virgin polyester and non-organic cotton. There is no evidence that the brand uses a significant amount of recycled or organic fabrics, industry estimates suggest less than 10% of their materials meet any sustainable criteria. Adanola holds no credible material certifications like GOTS (for organic cotton) or GRS (for recycled materials).
The brand does not report on its environmental impact. It provides no data on its carbon emissions, water usage, or chemical management policies. Manufacturing in countries with sometimes lax environmental regulations, combined with a high-volume production model, suggests a significant carbon footprint and potential for water pollution from textile dyeing and finishing.
Adanola has no publicly visible take-back, repair, or recycling programs to manage its products at the end of their life. Its business model contributes directly to the textile waste crisis, as the clothing is not designed for longevity and disposal is the likely outcome. The brand vaguely mentions using "eco-friendly packaging" but provides no specific details or certifications.
The company has not published any public sustainability goals, such as targets for carbon reduction, waste elimination, or conversion to sustainable materials. It is not B Corp certified and does not participate in any major industry-wide sustainability pledges like the Fashion Pact.
Adanola’s trendy aesthetics do not make up for its shortcomings. The brand’s severe lack of transparency on all fronts - from factory conditions to environmental impact - is alarming and indicative of a company that does not prioritize its ethical and ecological responsibility.
This failing grade is earned due to a total lack of transparency in their supply chain. While no major public scandals have occurred, the absence of factory disclosures, wage data, or third-party audits makes it impossible to confirm fair labor conditions. This opacity suggests a high risk of worker exploitation, a common practice within fast fashion companies.
Adanola receives an F for its complete lack of meaningful environmental action. The brand's use of primarily virgin materials, no public sustainability targets, lack of reporting on its large footprint, and a business model that fuels throwaway culture demonstrate a clear disregard for environmental stewardship.
If you're seeking activewear and casual apparel from brands committed to transparency and environmental responsibility, consider these better alternatives:
A B Corp recognized champion for sustainability, Patagonia combines high-performance outdoor gear and casual wear with ethical production. The brand uses 87% recycled materials, guarantees Fair Trade Certified sewing for a majority of its products, and actively campaigns against overconsumption. Products range from $50-$200 and, while pricier than Adanola, are considered an excellent investment due to their durability.
Shop now at patagonia.com
This Climate Neutral Certified B Corp offers comfortable, stylish basics and activewear made from sustainable materials like organic cotton, recycled polyester, and TENCEL™. Tentree plants ten trees for every item sold and maintains high ethical standards in its factories, making sustainable style affordable and accessible with a $30-$120 price range for tops, bottoms, and outerwear.
Shop now at tentree.com
A pioneer in ethical fashion, People Tree is a B Corp that guarantees Fair Trade and safe working conditions for its artisans and farmers. The brand specializes in organic cotton and sustainable materials, creating timeless pieces that are kind to both people and the planet.
Shop now at peopletree.co.uk
With a mission built on consideration for its impact, Thought Clothing works closely with its factory partners to ensure human rights are protected. They focus on sourcing earth-friendly materials such as hemp, bamboo, TENCEL™, and Modal, creating clothing as part of their 7-pillar sustainability model. Their affordable price range is similar to Adanola while maintaining their eco-friendly business model.
Shop now at wearthought.com
Best known for its shoes, this iconic trendy French label uses Amazonian rubber and wild cotton sourced from recycled plastic. Veja pays fair trade prices for its factory workers while avoiding hazardous chemicals and water pollution. This allows them to reduce their environmental impact significantly.
Shop now at veja-store.com
No, there is no public evidence showing that Adanola has made improvements in any of its ethical or sustainability practices. The brand continues to operate with extreme opacity and has not published any future goals for improvement.
Adanola has become extremely popular mainly due to its strong social media presence, partnerships with influencers, and its ability to quickly produce affordable copies of high-end activewear trends. This strategy makes designer styles accessible to many.
Adanola was founded by entrepreneurs Jamie Rawsthorne and Hyrum Cook in 2016 in Manchester, UK. They remain the primary owners of the brand.
