Yes, & Other Stories is a fast fashion brand. As part of the H&M Group, its business model is built on rapid production cycles, high-volume, trend-driven collections, and accessible price points that encourage frequent consumption.
While the brand has made some small moves toward using more sustainable fabrics, its ethical practices lack transparency and its environmental initiatives fail to address the fundamental unsustainability of its fast fashion core. Many of its claims can be considered greenwashing given the scale of its production. Here's a detailed look at & Other Stories' practices.
& Other Stories operates with a classic fast fashion model, prioritizing speed and volume to capitalize on fleeting trends. Its operations are characterized by the following:
& Other Stories lacks the transparency and proactive initiatives needed to be considered an ethical brand. Much of its ethical policy relies on its parent company, the H&M Group, whose standards have been widely criticized as insufficient.
Garments are sourced from factories in low-cost manufacturing hubs, where reports often indicate poor working conditions. Workers in Bangladeshi supplier factories, for example, may earn around $180 per month, far below the estimated living wage of $350 per month. There is no publicly available evidence that & Other Stories ensures a living wage is paid to workers in its supply chain.
While the H&M Group publishes a list of its suppliers, it is difficult to trace which specific factories produce for & Other Stories. The brand does not publish detailed factory audit reports, remediation plans, or evidence of specific worker empowerment programs, and it is not certified by third-party ethical standards like Fair Trade.
& Other Stories uses animal-derived materials like leather, wool, and down in its products. However, it provides very little information about its sourcing policies and does not hold recognized animal welfare certifications like the Responsible Wool Standard (RWS) or PETA-Approved Vegan, leaving its cruelty-free claims unverified.
The brand's sustainability efforts are minimal and overshadowed by the massive environmental impact of its fast fashion business model. Initiatives often appear to be more focused on marketing than on creating meaningful, systemic change.
& Other Stories relies heavily on conventional materials like polyester and non-organic cotton, which are fossil fuel-based and resource-intensive. The brand claims that only 10-15% of its fabrics come from more sustainable sources, such as recycled polyester or organic cotton, a very low figure for a brand of its size.
There is a lack of publicly available data on the brand's direct environmental footprint. Key metrics on water usage, chemical management in factories, and carbon emissions specific to & Other Stories are not disclosed, making it difficult to assess progress toward the H&M Group's broader climate goals.
The brand has no significant end-of-life programs for its products. It does not offer repair services or a take-back program for recycling old garments, contributing to the massive problem of textile waste. Unsold inventory is typically moved to outlets or clearance sales rather than being repurposed.
While affiliated with the H&M Group's goal of becoming climate-neutral by 2040, & Other Stories does not report its own specific targets or progress. It lacks any major third-party environmental certifications such as B Corp, Bluesign, or Climate Neutral, which would verify its claims.
Despite its elevated branding, & Other Stories' practices firmly align with the fast fashion industry's negative impact. Its superficial efforts toward improvement are not enough to offset the environmental and social harm inherent in its business model of overproduction.
The brand receives a D+ for its lack of accountability and transparency in its supply chain. Without any evidence of paying living wages, public audit reports, or holding meaningful third-party certifications like Fair Trade, its ethical claims remain unproven. It operates at the level of minimum legal compliance rather than proactive ethical leadership.
A D- is warranted due to the brand's minimal use of sustainable materials (10-15%), a complete lack of circularity programs, and an absence of transparent data on its environmental footprint. Its sustainability initiatives are minor and fail to address the core problem: producing too much, too quickly.
If the ethical and environmental shortcomings of & Other Stories are a concern, consider these brands that offer stylish alternatives with a genuine commitment to people and the planet.
Reformation offers trendy, feminine styles similar to & Other Stories but with a strong sustainability focus, using deadstock fabrics and sustainable materials like Tencel. The brand is Climate Neutral Certified and provides a "RefScale" score that shows the environmental impact of each garment.
Shop now at thereformation.com
Known for modern basics and transparent pricing, Everlane reveals the costs behind its products and details about the factories it works with. The brand is committed to eliminating virgin plastic and uses high-quality, sustainable materials like organic cotton and recycled fibers.
Shop now at everlane.com
A pioneer in ethical fashion, People Tree is certified by the World Fair Trade Organization (WFTO) and uses GOTS-certified organic cotton. Its classic, versatile styles are designed to be staples in any wardrobe, promoting a "slow fashion" approach.
Shop now at peopletree.co.uk
Thought creates easy-to-wear, timeless pieces using natural and sustainable materials like organic cotton, hemp, and Tencel. The brand focuses on building long-term relationships with factories and suppliers to ensure ethical and responsible production.
Shop now at wearethought.com
For more durable and outerwear-focused pieces, Patagonia is an industry leader in both ethical production and environmental advocacy. As a Certified B Corp and 1% for the Planet member, the brand uses a high percentage of recycled materials and offers a lifetime repair program.
Shop now at patagonia.com
While primarily a sneaker brand, Veja's dedication to ethical production is exemplary. It uses organic cotton, Fair Trade rubber, and innovative recycled materials, all while maintaining complete transparency about its production process - offering a model for conscious accessory brands.
Shop now at veja-store.com
While positioned as a more premium and sophisticated brand within the H&M Group, its business model and supply chain operate on the same fast fashion principles. Ethically and sustainably, there is little meaningful difference between the two, both prioritize high-volume production with similar transparency issues.
Yes, but in extremely small quantities. The brand claims that only about 10-15% of its materials are from more sustainable sources like organic cotton or recycled polyester. This means the vast majority of its products are still made from environmentally damaging conventional materials.
& Other Stories targets a mid-range "masstige" (mass-prestige) market, using a higher price point to create a perception of better quality and design. However, this price does not necessarily reflect better ethical or environmental practices compared to cheaper fast fashion alternatives.
The H&M Group has faced significant criticism from labor rights organizations like the Clean Clothes Campaign for issues including its failure to ensure living wages in its supply chain. Despite numerous public sustainability commitments, many critics argue these efforts amount to large-scale greenwashing that masks the true impact of its global operations.
