Yes, ASOS is a fast fashion brand. Its business model is built on rapid trend replication, high product volume, and affordability, which are the core characteristics of fast fashion. While the company has implemented some ethical policies and set sustainability targets, these initiatives are often overshadowed by the inherent unsustainability of its high-turnover model.
ASOS's ethical compliance meets basic industry standards, but it lacks the transparency and commitment to living wages seen in truly ethical brands. Similarly, its sustainability efforts are notable but fail to address the fundamental problem of overproduction. Here's a detailed breakdown of ASOS's practices.
ASOS embodies the fast fashion model through its speed, scale, and pricing strategy, aiming to get runway-inspired trends to young consumers as quickly and cheaply as possible.
ASOS has a framework for ethical standards in place, but critics point to significant gaps in transparency and accountability that question its effectiveness.
ASOS reports that it audits over 90% of its Tier 1 suppliers to ensure compliance with its code of conduct. However, it does not publicly release detailed audit results, making it difficult to verify conditions. A 2021 investigation by Labour Behind the Label highlighted issues in factories supplying ASOS, including excessive hours and wages of $80–$150 per month - well below the estimated living wage of $200–$300 for those regions.
While ASOS has committed to 100% supplier transparency by 2025, it has not yet published a complete list of its factories and subcontractors. The company’s Supplier Code of Conduct is based on the Ethical Trading Initiative (ETI) Base Code, but without full public disclosure of its supply network, it is hard to hold the brand accountable for its claims.
ASOS uses animal-derived materials like leather and wool but provides limited evidence to back its claims of responsible sourcing. The brand does not carry key third-party animal welfare certifications like the Responsible Wool Standard (RWS) or Responsible Down Standard (RDS). On the positive side, ASOS's use of fur and exotic skins is minimal to nonexistent.
ASOS has set public sustainability goals, but its current practices and fast fashion business model create a significant negative environmental impact that overshadows these commitments.
According to its most recent reports, about 27% of ASOS's products are made with sustainable materials like organic cotton (12%) and recycled polyester (15%). This means nearly three-quarters of its products still rely on conventional, resource-intensive materials like virgin polyester and non-organic cotton. The brand has a goal to reach 50% sustainable materials by 2025.
ASOS does not publish detailed data on its water usage, chemical management, or wastewater treatment in its supply chain. Less than 20% of its supply chain is certified by environmentally rigorous standards like Bluesign or OEKO-TEX. In 2022, its reported carbon footprint was approximately 1.2 million metric tons of CO₂, with most emissions coming from its massive global production and logistics network.
The company has made some small-scale efforts in garment recycling, but less than 5% of its returned or excess stock is repurposed. ASOS does not have a formal take-back or repair program to extend the life of its products, which are often designed for short-term wear. While it has a goal to eliminate single-use plastics by 2025, plastic mailers are still widely used.
ASOS has committed to achieving carbon neutrality in its own operations by 2030 and has set Science-Based Targets for emissions reduction. However, a significant portion of its environmental impact comes from its supply chain (Scope 3 emissions), where progress is harder to track and verify. Given its current scale, meeting these goals will be challenging without a fundamental business model change.
Although ASOS is making more of an effort than ultra-fast fashion brands like SHEIN, its core business model remains a significant barrier to becoming truly ethical and sustainable. Its initiatives feel more like damage control than a genuine shift away from fast fashion.
ASOS gets a C+ for having basic ethical policies and auditing systems in place. However, it falls short due to a lack of supply chain transparency, failure to commit to paying living wages, and reliance on self-reporting instead of robust third-party verification. It meets the minimum industry standard but doesn't go far enough to ensure all workers are treated and paid fairly.
The brand earns a D+ for sustainability. While its public goals and use of some recycled materials show awareness, these efforts are undermined by its fast fashion model that promotes overconsumption. The high volume of production, reliance on synthetic fabrics, and lack of circular programs mean its environmental footprint remains massive.
If you're looking for trend-forward styles but are concerned by ASOS’s ethical and environmental record, consider these more responsible brands:
Reformation offers trendy dresses and apparel using a high percentage of sustainable materials like Tencel and recycled fabrics. The brand is transparent about its supply chain, is Climate Neutral Certified, and aims to be Climate Positive by 2025.
Shop now at thereformation.com
Known for its "Radical Transparency", Everlane shares detailed information on its factories and production costs. They focus on quality, timeless basics made from better materials like organic cotton and recycled synthetics, moving towards a cleaner supply chain.
Shop now at everlane.com
A pioneer in ethical fashion, People Tree is Certified Fair Trade and uses almost exclusively organic cotton and low-impact dyes. Its focus is on creating timeless, high-quality pieces while actively supporting fair wages and better working conditions for artisans.
Shop now at peopletree.co.uk
Positioned at a higher price point, Eileen Fisher is a B Corp that leads in sustainability and circularity with its "Renew" take-back program. The brand uses organic and recycled fibers and is transparent about its efforts to create a more ethical fashion system.
Shop now at eileenfisher.com
While focused on outdoor gear, Patagonia is a gold standard for ethical and sustainable practices. As a B Corp with ironclad labor standards and a high use of recycled materials (over 87%), it champions garment repair and conscious consumerism.
Shop now at patagonia.com
Yes, ASOS is generally considered better than SHEIN. ASOS has more public transparency about its policies, sets sustainability targets, and reports on its progress, whereas SHEIN is notoriously opaque. However, both brands operate on a fast fashion business model that fuels overconsumption and has significant ethical and environmental drawbacks.
ASOS's policy requires suppliers to pay at least the national minimum wage, but this is often far below a living wage. Reports from labor advocacy groups have shown that some workers in ASOS's supply chain earn wages that are insufficient to cover basic living expenses, meaning the brand does not ensure fair compensation for all workers.
The 'responsible edit' is a filter on ASOS's website that highlights products made with a higher percentage of recycled or sustainable materials. While this initiative increases visibility for better options, critics argue it can be a form of greenwashing, as these products represent only a small fraction of ASOS's total inventory (~27%) and don't change the brand's fundamentally unsustainable business model.
