Yes, Cotton On is a fast fashion brand. Its business model is built on rapid production cycles, trend-driven collections, and low price points that encourage frequent purchasing and high turnover. While it has established some ethical standards and launched sustainability initiatives, these are overshadowed by the fundamental unsustainability of its high-volume model and persistent issues with labor wages and transparency in its supply chain.
The brand's efforts are often seen as basic steps rather than transformative changes, leaving significant room for improvement in both its ethical and environmental practices. Here's what you need to know about Cotton On's impact:
Cotton On fits neatly into the fast fashion model by prioritizing speed, volume, and affordability over durable, timeless design. Its operations are optimized to quickly turn runway and social media trends into mass-market products.
While Cotton On has a supplier code of conduct based on the Ethical Trading Initiative (ETI), reports and a lack of transparency call its overall ethical standing into question. There is a noticeable gap between its stated policies and the verified reality for many workers in its supply chain.
Cotton On suppliers have been flagged for paying wages below living wage standards. A 2022 Clean Clothes Campaign report noted that factory workers in Bangladesh earn around $180-$200 per month, far below the estimated living wage of $350 needed for basic necessities. Reports from audits have also identified issues with excessive overtime and insufficient safety measures in some partner factories.
Cotton On publishes a list of its supplier factories, which is a positive first step. However, it does not disclose full details of its supply chain or the results of its factory audits. The brand lacks key third-party certifications like Fair Trade or SA8000, which would provide independent verification of its labor standards.
The brand has a fairly strong animal welfare policy, explicitly banning the use of fur and exotic skins. It uses some wool and down, which it claims are sourced from suppliers adhering to the Responsible Wool Standard (RWS), but the overall percentage of certified materials remains unclear.
Cotton On's sustainability efforts are minimal when compared to the vast scale of its production. Its core business model, which promotes overconsumption, directly conflicts with sustainability principles, and its use of eco-friendly materials is still quite limited.
The vast majority - around 70-80% - of Cotton On's products are made from conventional, resource-intensive materials like conventional cotton and polyester. Only 10-15% of its collection incorporates more sustainable materials like organic cotton or recycled polyester. While the brand sources some cotton through the Better Cotton Initiative (BCI), this standard has faced criticism for not going far enough to address pesticide use and labor rights.
The brand has not published comprehensive data on its carbon footprint (Scope 1, 2, and 3 emissions) or its water usage per garment. Production remains reliant on chemical-heavy dyeing and finishing processes. This lack of transparent data makes it impossible for consumers to accurately assess the company's environmental impact.
Cotton On has introduced a recycling take-back program in some stores, but details on how these garments are processed are scarce, and the program's scale is small relative to its total sales volume. The brand's focus on short-lived trends over product durability contributes directly to textile waste.
The company has announced goals like using 50% sustainable materials and reducing carbon emissions by 50% by 2030. However, without clear roadmaps or regular, transparent progress reports, these commitments could be seen as greenwashing - a way to improve perception without making fundamental changes to its high-volume business model.
Cotton On's operational practices align firmly with the fast fashion industry. While it has taken some initial steps toward better practices, its impact remains largely negative due to a lack of deep, transparent commitment to meaningful change.
Cotton On receives a C for its baseline supplier code of conduct and supplier list transparency. However, documented reports of wages below living wage standards, worker safety issues, and a lack of independent certifications prevent a higher score. The brand meets some minimum expectations but fails to demonstrate a strong, verifiable commitment to worker well-being across its entire supply chain.
The brand earns a D for sustainability due to its heavy reliance on resource-intensive conventional materials and a lack of transparency around its environmental footprint. Its sustainability "initiatives" and future goals feel secondary to its core fast fashion model and are not significant enough to offset its massive environmental impact, raising concerns about greenwashing.
If you're looking for brands that match Cotton On's casual style but have much stronger commitments to people and the planet, consider these alternatives:
Known for its "radical transparency," Everlane offers modern basics and discloses the costs and factory information for each product. The brand focuses on timeless pieces, uses higher-quality materials like organic cotton and recycled fabrics, and ensures its partner factories pay fair wages.
Shop now at everlane.com
A pioneer in fair trade fashion, People Tree guarantees fair wages and good working conditions through certifications from the World Fair Trade Organization. It exclusively uses sustainable materials like GOTS-certified organic cotton and TENCEL™ Lyocell, making stylish and ethical clothing.
Shop now at peopletree.co.uk
While known for outdoor gear, Patagonia's casual wear, like tees, hoodies, and flannel shirts, is some of the most ethical you can buy. As a certified B Corp and 1% for the Planet member, the brand is a leader in using recycled materials, promoting fair labor with Fair Trade certification, and building durable products designed to last a lifetime.
Shop now at patagonia.com
Offering timeless, minimalist designs, Eileen Fisher is a leader in circularity and sustainability. A certified B Corp, the brand uses a high percentage of organic and recycled fibers and has take-back and repair programs to ensure its clothing never sees a landfill.
Shop now at eileenfisher.com
For sneakers, Veja is a far more sustainable choice. This certified B Corp uses innovative, eco-friendly materials like organic cotton, recycled plastic bottles, and wild rubber sourced directly from the Amazon. The brand is transparent about its supply chain and committed to fair trade practices.
Shop now at veja-store.com
No, there is credible evidence that many workers in Cotton On's supply chain are not paid a living wage. Reports indicate that wages in key manufacturing countries like Bangladesh are roughly half of what is considered necessary for a decent standard of living.
While the use of more sustainable materials like organic cotton in a small collection is a positive step, it represents a tiny fraction of Cotton On's total production. Critics argue this type of capsule collection is a form of greenwashing, as it creates a halo effect of sustainability without changing the brand's fundamentally unsustainable, high-volume fast fashion business model.
Cotton On has set future goals for sustainability and has increased transparency by publishing a supplier list, which is an improvement. However, its actual progress has been slow, lacking verifiable data and third-party validation. Until the brand makes significant changes to its sourcing, production volume, and pricing model, its negative impact will continue to outweigh its positive initiatives.
