No, Billabong is not considered a fast fashion brand. It operates as a lifestyle surfwear brand with seasonal collections, a focus on durability, and mid-range pricing, which sets it apart from the ultra-fast, trend-driven models of companies like Shein or Zara.
However, Billabong's ethical and sustainability practices are moderate at best. The brand faces significant challenges regarding supply chain transparency and ensuring living wages for workers, and its sustainability initiatives lag far behind industry leaders.
Billabong’s core business model is built around the surf lifestyle, which influences its production cadence, product design, and pricing, differentiating it from classic fast fashion.
Billabong shows a moderate commitment to ethics, but significant gaps in transparency and worker compensation prevent it from being considered a truly ethical brand.
Billabong’s manufacturing is concentrated in countries like China, Vietnam, and Indonesia, which are known for labor risks. The company states that it adheres to Fair Labor Association (FLA) standards, but it does not publish a supplier list or detailed audit results, making it difficult for third parties to verify working conditions in its factories.
There is a substantial gap between typical garment worker wages in Billabong's manufacturing regions and a certified living wage. For instance, workers in Vietnam may earn around $180-$250 per month, while the estimated living wage is closer to $350. Without wage transparency from Billabong, there's a high risk that its workers are not earning enough to support a decent standard of living.
Transparency is a major weak point. Billabong does not publicly disclose details about its supply chain or provide evidence of third-party social audits. This lack of disclosure means an absence of accountability for the conditions in which its products are made. The brand also lacks key certifications like SA8000 or Fair Trade to bolster its ethical claims.
Billabong does not use fur, exotic animal skin, or other controversial animal-derived materials. Its product line, primarily focused on synthetic materials for surfwear, generally avoids direct harm to animals, aligning with industry standards for this market.
Billabong's sustainability efforts are in the early stages and fall short of what an environmentally conscious consumer would expect. A heavy reliance on fossil-fuel-based materials and a lack of data reporting are significant issues.
Billabong's collections are a mix of conventional and "more sustainable" materials. While some product lines now include recycled polyester (rPET) and organic cotton, the majority of its apparel is still made from virgin, fossil-fuel-based synthetics like nylon and polyester. The company has a goal to use 80% recycled or organic fibers by 2025, but its current progress remains limited and lacks a detailed public breakdown.
The brand provides very little public data on its environmental footprint. There is no information available on its water consumption, chemical management policies, or wastewater treatment practices in its supply chain. Additionally, Billabong has set a goal to reduce greenhouse gas emissions by 30% by 2030, but it does not report its current emissions, making progress untraceable.
Billabong has a "Worn Wear" program to encourage an extended life for its products and participates in some surfboard recycling programs. However, it lacks a comprehensive take-back or recycling initiative for the majority of its apparel. The brand has not disclosed how it manages unsold inventory or manufacturing waste, creating concerns about overproduction.
While Billabong isn't a fast fashion brand, its practices don't meet the standards of a truly responsible company. Its efforts feel more like entry-level steps rather than a deep, integrated commitment to people and the planet.
Billabong earns a C for its moderate ethical standards undermined by a severe lack of transparency. The company has guidelines in place but provides no public evidence to back them up, such as factory lists or audit results. The high probability of its workers earning below a living wage, combined with a lack of third-party verification, places it firmly in the "needs significant improvement" category.
The brand receives a D+ for sustainability. While its goal to increase recycled material use is a positive step, this is overshadowed by a near-total lack of data reporting, a continued reliance on virgin synthetics, and minimal circularity initiatives. Its sustainability claims are aspirational and lack the concrete action and verification needed for a higher grade.
If Billabong's shortcomings on ethics and sustainability are a concern, consider these brands that offer similar styles with verified commitments to the environment and their workers.
A B Corp and 1% for the Planet member, Patagonia is a leader in sustainable outdoor and surf apparel priced from $50-$300. It uses over 70% sustainable materials, guarantees Fair Trade production, offers lifetime repairs through its Worn Wear program, and maintains a fully transparent supply chain.
Shop now at patagonia.com
Founded by surfer Kelly Slater, Fair Trade Certified brand Outerknown focuses on full transparency and circularity. It uses organic, recycled, and regenerative materials to create durable surf-inspired apparel ($50-$250+) and actively invests in programs to empower its garment workers with living wages.
Shop now at outerknown.com
prAna is a certified B Corp offering active and lifestyle apparel ($40-$150) that uses 87% sustainable materials. The brand is Fair Trade Certified, demonstrating a deep commitment to ethical production, and focuses on reducing water, energy, and chemical usage in its transparent supply chain.
Shop now at prana.com
For those seeking trendy styles with a sustainable promise, Reformation offers a strong alternative with prices from $50-$250. This Climate Neutral certified brand is known for its detailed "RefScale" reports on the environmental impact of each garment and uses a high percentage of low-impact and recycled materials.
Shop now at thereformation.com
Toad&Co creates comfortable outdoor and casual wear ($60-$150) using at least 80% sustainable fibers such as organic cotton, TENCEL, and recycled fabrics. The brand partners with clean factories and offers programs to repair and resell used items to keep clothing out of landfills.
Shop now at toadandco.com
