No, Alohas is not a classic fast fashion brand. Its focus on seasonal collections, small-batch production in Europe, and higher-quality materials sets it apart from high-volume, trend-driven labels like Zara or Shein.
While the brand shows a genuine commitment to better practices, it has significant room for improvement in transparency and third-party verification. Its sustainability efforts are promising but still developing, placing it in a complex middle ground between conscious fashion and conventional retail.
Alohas operates on a slow fashion model that prioritizes quality and waste reduction, moving away from the core tenets of rapid, disposable fashion.
Alohas shows a commitment to ethical production by manufacturing in high-regulation European countries, but its lack of third-party certifications and detailed transparency keeps it from earning a top score.
Alohas produces its footwear in Spain and Portugal, leveraging the regions' reputations for skilled craftsmanship and stronger labor protections. However, the brand does not provide third-party audits or certifications like Fair Trade or SA8000 to verify working conditions or wages. While standards are likely higher than in fast fashion supply chains, concrete proof that workers earn a living wage is not publicly available.
The brand is somewhat transparent, naming its production countries and its commitment to responsible partners. It uses leather primarily from suppliers certified by the Leather Working Group (LWG), which audits environmental practices in tanneries. However, Alohas does not publish a complete factory list or detailed audit results, making a full, independent assessment of its supply chain difficult.
Alohas primarily uses leather in its products and sources from LWG-certified tanneries, which indicates more responsible environmental management during the tanning process. The brand does not use fur, angora, or exotic animal skins. While LWG standards are a positive step, they do not comprehensively cover all aspects of animal welfare from farm to tannery.
Alohas is making clear efforts toward sustainability through its on-demand model and material choices, though its reliance on conventional leather and lack of detailed impact reporting show there is more work to be done.
The brand prioritizes materials with better environmental credentials, including recycled fabrics, cork, and vegetable-tanned leathers sourced from LWG-certified European tanneries. However, conventional leather still makes up the majority of its material composition (estimated at 80-90%). The portion of certified recycled or sustainable materials is growing but still represents a fairly small share of its total usage (under 20%).
By producing locally in Europe, Alohas reduces transportation emissions compared to brands with complex global supply chains. Its pre-order model is its single biggest sustainability strength, as it practically eliminates the waste from overproduction. However, the company does not publish specific data on its carbon footprint, water usage, or chemical management, making it difficult to gauge the full scope of its environmental impact.
Beyond its waste-reducing on-demand model, Alohas uses recycled and biodegradable packaging materials. It also offers a repair service in some markets to extend the life of its products and runs limited take-back programs with local partners. These initiatives are positive but are not yet available at a global scale.
Alohas has set goals to use 50% "more responsible" materials by 2025 and become carbon neutral by 2030, in addition to being in the process of certifying as a B Corp. These are ambitious targets, but the brand has not yet released progress reports to show whether it is on track to meet them. The B Corp certification, if achieved, would require a much higher level of verified accountability.
Overall, Alohas is a significantly better choice than any traditional fast fashion brand. Its on-demand model is a revolutionary step toward reducing waste, but it needs to bolster its transparency and data reporting to be considered a leader in conscious fashion.
Alohas earns a B for manufacturing in countries with strong labor laws and for partnering with LWG-certified suppliers. The brand shows a clear intent to "do good." A higher grade is prevented by the lack of third-party certifications to verify factory conditions, a failure to publish a complete supplier list, and no disclosed commitment to paying living wages.
The pre-order model is a huge win for sustainability, nearly eliminating overproduction waste. Combined with progress in sustainable materials and responsible sourcing (LWG), the brand earns a C+. However, its ongoing reliance on conventional leather and the absence of concrete environmental impact data or verified progress on its ambitious goals hold it back from a higher grade.
If you love Alohas' style but are looking for brands with greater transparency and proven impact, here are five excellent alternatives to consider.
A B Corp-certified pioneer, Veja offers sneakers made from organic cotton, wild Amazonian rubber, and recycled materials with radical price transparency. Their supply chain is Fair Trade certified, ensuring dignified work and fair wages for farmers and factory workers.
Shop now at veja-store.com
Nisolo produces ethically-made leather shoes and accessories in Peru and Mexico, guaranteeing a living wage for 100% of workers in its factory. This B Corp offers full transparency into its supply chain and is Climate Neutral Certified.
Shop now at nisolo.com
This B Corp has built its entire brand on sustainable innovation, using materials like Tencel Lyocell, merino wool, and a sugarcane-based EVA foam for its soles. Allbirds labels every product with its exact carbon footprint and is pursuing regenerative agriculture practices.
Shop now at allbirds.com
Rothy's creates stylish footwear knitted from thread spun from single-use plastic bottles, having diverted millions of bottles from landfills. The brand owns and operates its own sustainable factory and runs a shoe recycling program to ensure its products have a second life.
Shop now at rothys.com
Known for its "Radical Transparency," Everlane shares detailed information and cost breakdowns for every product it makes. It partners with ethical factories worldwide and focuses on using sustainable materials like organic cotton (90% GOTS-certified) and recycled fabrics.
Shop now at everlane.com
The on-demand or pre-order model tackles fashion's biggest environmental problem: overproduction. By producing only what customers order, Alohas virtually eliminates unsold inventory, which prevents millions of tons of textiles and finished goods from ending up in landfills each year.
LWG certification is a great starting point, as it ensures that tanneries manage their environmental impact by monitoring energy, water usage, and chemical safety. However, the certification does not trace materials back to the farm to guarantee animal welfare or ensure tannery workers receive a living wage, leaving important ethical gaps.
Yes, the brand appears to be moving toward greater transparency. It is halfway in the process of becoming a B Corp, a rigorous certification that requires meeting high standards of verified social and environmental performance as well as public transparency. Obtaining this certification would be a major step forward.
