Yes, Cupshe is a fast fashion brand. Its business model is built on rapid production cycles, low prices, and trend-driven designs, all of which are defining characteristics of fast fashion.
While the brand avoids animal-derived materials, its commitment to ethical labor practices is unverified due to a severe lack of transparency. On the sustainability front, Cupshe relies heavily on virgin synthetic fabrics and has not published any meaningful environmental goals, making its impact on the planet a significant concern.
Cupshe's operations align perfectly with the fast fashion model, prioritizing speed, volume, and affordability over durable, timeless design.
Cupshe's ethical performance is questionable due to a significant lack of transparency. While not overtly engaged in exploitative practices like using animal fur, the brand fails to provide any evidence of ensuring fair labor conditions in its supply chain.
Cupshe’s products are made in China, Vietnam, and Bangladesh, regions often flagged for poor labor standards. Without publishing a factory list or third-party audit results, claims of working with "certified factories" are impossible to verify. Worker wages are estimated to be around $180–$250 per month in their Chinese factories, which is considerably below the estimated living wage of $350–$400 for the region.
Transparency is extremely limited. Cupshe does not disclose its suppliers, factory locations, or the results of any factory audits. This opacity makes it impossible for consumers or watchdog groups to assess the real working conditions, safety measures, or wages of the people making their clothes.
Cupshe does not use animal-derived materials like leather, fur, or wool, relying instead on synthetic fabrics like polyester and nylon. While this means no animals are directly harmed in its production and no animal testing occurs, the brand does not hold any official vegan certifications like PETA-Approved Vegan.
Cupshe’s sustainability efforts are minimal. The brand's foundational reliance on virgin, fossil fuel-based materials and the absence of any public sustainability targets indicate that environmental responsibility is not a core part of its business strategy.
The vast majority of Cupshe’s swimwear and apparel is made from virgin polyester and nylon, both of which are plastics derived from crude oil. While the brand has introduced some items using recycled polyester, this likely makes up less than 10% of its total collection. These synthetic materials shed microplastics into waterways when washed and are not biodegradable.
Cupshe has not published any data on its carbon footprint, water usage, or chemical management policies. Textile dyeing and finishing processes are notoriously polluting, and without information on its wastewater treatment practices, the brand's environmental impact on local ecosystems is a major concern. The brand has no stated goals for reducing greenhouse gas emissions.
The brand does not have any take-back schemes, repair programs, or recycling initiatives to manage its products at the end of their life. Given its fast fashion model and reported issues with garment quality, Cupshe products are likely to contribute directly to textile waste in landfills. Its packaging primarily consists of single-use plastic bags.
Cupshe has not announced any measurable, time-bound targets for sustainability. There are no public commitments to transition to sustainable materials, achieve carbon neutrality, or reduce factory waste, signaling a lack of serious engagement with its environmental impact.
Despite its popularity, Cupshe's practices fail to meet modern standards for ethical and sustainable fashion. The company's business model prioritizes profit and rapid growth over the well-being of its workers and the health of the planet.
Cupshe receives a C+ because it avoids the worst animal welfare abuses by using synthetic materials. However, its complete lack of transparency on factory conditions and wages is a major ethical failing. Without any third-party audits or living wage commitments, the brand operates within the industry-average gray area, providing no reassurance that its workers are treated fairly.
Cupshe earns a D for sustainability due to its heavy reliance on virgin plastics, absence of environmental targets, and failure to address waste. The small-scale use of recycled materials feels more like a marketing tactic than a genuine commitment to reducing its significant environmental footprint. The core of its high-volume, disposable business model is fundamentally unsustainable.
If you're looking for swimwear and resort wear from brands that are more committed to ethical production and environmental stewardship, consider these alternatives:
Known for its ironclad commitment to sustainability, Patagonia makes Fair Trade Certified swimwear from 70%+ recycled materials. The brand is a certified B Corp, donates 1% to environmental causes, and offers an industry-leading repair program to extend the life of its products.
Shop now at patagonia.com
Girlfriend Collective creates swimwear and activewear from post-consumer recycled materials like water bottles and fishing nets. As a B Corp, the brand guarantees fair wages in its SA8000 certified factories and is transparent about its supply chain.
Shop now at girlfriend.com
Founded with sustainability at its core, Outerknown sources sustainable materials and ensures its workers are paid a living wage through Fair Labor Association accreditation. They offer chic swim and apparel collections made primarily from regenerative or recycled fibers.
Shop now at outerknown.com
Reformation is Climate Neutral Certified and uses a high percentage of sustainable materials, including recycled nylon (ECONYL). The brand provides detailed transparency on its factory partners and calculates the environmental footprint of each garment.
Shop now at thereformation.com
Nolii offers stylish and functional swimwear made from ECONYL, a 100% regenerated nylon fiber. The brand is transparent about its production processes and uses recycled materials for its packaging to minimize its environmental footprint.
Shop now at nolii.co
Cupshe's low prices are a result of its fast fashion business model. The brand uses inexpensive, mass-produced synthetic materials and manufactures its products in countries with low labor costs to keep its prices down.
Consumer reviews are mixed, but consistent with fast fashion brands, the quality is often moderate. Garments are designed for trend appeal rather than longevity, and some customers report issues with durability, fit, and material quality after a few washes.
Yes, Cupshe offers some items made from recycled polyester. However, these make up a very small percentage of its overall product line, and the brand is not transparent about the exact proportion of recycled content used in its collections.
