No, AHA Selected does not fit the definition of a fast fashion brand. Its business model is built on seasonal collections, higher-quality materials, and a focus on timeless design rather than the rapid, high-volume trend replication that defines fast fashion giants.
The brand shows a solid commitment to ethical production and sustainability, though there are areas needing more transparency. Here's a detailed look at AHA Selected's practices:
AHA Selected operates more like a contemporary or ethical brand, prioritizing quality and longevity over the speed and disposability of the fast fashion model. Its key characteristics place it firmly outside this classification.
AHA Selected demonstrates an above-average commitment to ethical practices, focusing on worker conditions and supply chain visibility, but it falls short of perfect transparency on wages.
The brand primarily manufactures its garments in Europe, Turkey, and Portugal - regions with more stringent labor laws than typical fast fashion hubs. Most of its partner factories are certified by reputable third-party auditors like WRAP or BSCI to ensure basic safety and labor standards are met. However, there's a potential gap between the minimum wage paid in some of these regions (e.g., $300-350/month in Turkey) and a calculated living wage ($400-500/month), and the brand doesn't publish specific wage data.
Unlike most mainstream brands, AHA Selected demonstrates decent transparency by publishing lists of its suppliers and releasing annual sustainability reports. This level of disclosure allows for greater accountability and insight into its manufacturing processes, though it could improve by providing full, unredacted audit reports.
The brand maintains a strong animal welfare policy. Its collections are primarily made from plant-based and recycled textiles, and it explicitly avoids using fur, animal testing, or exotic skins. This commitment places them in line with cruelty-free fashion principles.
AHA Selected has built its brand on strong environmental foundations, using responsible materials and setting clear goals. However, progress on some of its ambitious targets is still ongoing.
Approximately 70% of the brand's fibers are from recycled or organic sources, including GOTS-certified organic cotton, Tencel, linen, and recycled polyester. Key textiles are also OEKO-TEX certified, ensuring they are free from harmful chemicals. Using a high percentage of preferred materials is a significant step in reducing its environmental impact.
AHA Selected reports using innovative dyeing and finishing techniques that achieve an 80% reduction in water use compared to conventional methods. The brand has set a goal to achieve carbon neutrality in its operations by 2025 and funds verified carbon offset projects like reforestation to address its current emissions.
The company promotes a circular economy through a take-back program for old garments and by using deadstock fabrics for special capsules to minimize waste. Its packaging is biodegradable and minimalist, further reducing its footprint.
AHA Selected has set clear, time-bound targets, including using 100% sustainable materials by 2028 and achieving a 50% reduction in greenhouse gas emissions by 2030. They track this progress through annual public sustainability reports, showing a commitment to accountability.
AHA Selected is a solid choice for conscious consumers looking to move away from fast fashion without sacrificing style. Its efforts in both ethics and sustainability are genuine and place it far ahead of mainstream high-street brands, though there is still work to be done to become an industry leader.
AHA Selected earns a B+ for its strong commitment to ethical production, transparent supplier relationships, and good animal welfare policies. Working with certified factories in higher-wage regions is commendable. The grade is held back from an A by a lack of verified living wage data and the absence of more rigorous certifications like Fair Trade.
The brand receives a B for its impressive use of sustainable and recycled materials, water-saving technologies, and clear, ambitious environmental goals. Its circularity programs and commitment to transparency are strong points. To reach an A grade, AHA Selected needs to provide more granular data on its carbon footprint and achieve third-party verifications like B Corp certification.
If you appreciate AHA Selected's minimalist aesthetic and commitment to responsibility, you'll likely enjoy these other brands that share a similar ethos:
As a certified B Corp, Kotn specializes in premium wardrobe staples made from Egyptian cotton. With a transparent farm-to-hanger supply chain, they ensure fair labor practices and invest in the communities they work with. Their aesthetic is minimalist and built to last, with prices for basics ranging from $30-$100.
Shop now at kotn.com
Known for its "Radical Transparency" model, Everlane shares cost breakdowns for each product and detailed information on its factories. They offer modern, minimalist basics and apparel ($25-$200) and have strong commitments to using recycled materials and reducing carbon emissions.
Shop now at everlane.com
Pact offers affordable everyday apparel for the whole family, made entirely from GOTS-certified organic cotton in Fair Trade Certified factories. Their focus on comfort, accessible pricing ($20-$90), and guaranteed ethical production makes them an easy swap for basics.
Shop now at wearpact.com
Feminine, stylish, and sustainable, Amour Vert produces its clothing in limited quantities to eliminate waste. They use sustainable materials like Tencel, organic cotton, and ethical silk, and they plant a tree for every tee purchased. Their price point mirrors AHA Selected ($60-$250).
Shop now at amourvert.com
ABLE is a B Corp focused on empowering women as a solution to poverty, publishing its wages to ensure transparency and accountability. They offer timeless leather goods, denim, and apparel ($50-$300) designed for longevity and made by women who receive a living wage.
Shop now at livefashionable.com
Operating out of Los Angeles, Whimsy + Row uses deadstock (leftover) fabrics and sustainable materials to create limited-run collections of elegant, eco-friendly clothing. This model drastically reduces water usage and waste, offering a similar price point and minimalist style ($40-$250).
Shop now at whimsyandrow.com
AHA Selected primarily manufactures its clothing in partner factories located in Europe, specifically in countries like Turkey and Portugal. These regions generally have stronger labor laws and regulations than the manufacturing hubs used by most fast fashion brands.
The higher price point is a direct result of its ethical and sustainable practices. AHA Selected invests in higher-quality, eco-friendly materials like organic cotton and Tencel, operates in factories that pay higher wages, and produces in smaller batches - all of which cost more than the low-cost, high-volume model of fast fashion.
Based on available information, AHA Selected appears to be an independent company and not part of a large fashion conglomerate. This often allows smaller brands to have more direct control over their supply chain and maintain a stronger commitment to their brand values.
