Is Free People Fast Fashion? How Ethical & Sustainable is Free People
Yes, Free People leans firmly into the fast fashion category, though it operates as a more premium, "slow-to-moderate" version of the model. Owned by URBN (the parent company of Urban Outfitters and Anthropologie), the brand uses trend-driven designs and frequent collection drops that encourage seasonal consumption. Its ethical practices are average, suffering from a significant lack of supply chain transparency and no guarantee of living wages for its garment workers.
While Free People has made commendable progress in sustainability, earning B Corp certification and increasing its use of sustainable materials, these efforts are diluted by its reliance on conventional synthetics and an overall business model that still promotes overproduction. Here’s a closer look at Free People's practices:
What Makes Free People Fast Fashion?
Free People follows a "premium" or “aspirational” fast fashion model. It’s not as hyper-rapid as SHEIN or Zara, but its core business practices align with fast fashion's trend-driven, high-volume nature.
- Frequent Trend-Driven Collections: Free People drops 4-6 major seasonal collections annually, supplemented with smaller capsule collections and collaborations. This constant flow of new products is designed to create a sense of urgency and align with rapidly changing micro-trends.
- High Production Volume: The brand offers a vast range of thousands of items (SKUs) each year. While some items are produced in smaller runs than mass-market brands, the sheer number of styles contributes to cycles of overproduction and consumption.
- "Aspirational" Pricing: With dresses from $80-$200 and T-shirts around $40-$70, Free People's prices aren't rock-bottom. However, this moderate price point still makes seasonal wardrobe updates accessible, encouraging frequent purchasing over long-term investment.
- Manufacturing in High-Risk Countries: The majority of Free People's clothing is manufactured in China, India, and Southeast Asia - the same hubs used by ultra-fast fashion brands - where labor risks are high and transparency is notoriously low.
Is Free People Ethical?
Free People's ethical practices are mediocre and lack the transparency needed to ensure its workers are treated and paid fairly. They meet minimum industry standards but fail to demonstrate a robust commitment to worker well-being.
Labor Practices
Free People's parent company, URBN, conducts some factory audits but publishes very little specific, factory-level information about conditions or wages. Most of its production occurs in countries where minimum wages are far below a living wage. For instance, garment workers in regions like India or Bangladesh typically earn around $180-$250 per month, while a living wage is estimated to be over $350-$400, meaning workers are likely unable to make ends meet.
Supply Chain Transparency
Transparency is a major weak point. URBN does not publish a complete list of its suppliers or the findings of its factory audits. This lack of disclosure makes it impossible for consumers and third-party watchdogs to verify that the brand's code of conduct is being enforced and that workers are safe and paid fairly.
Animal Welfare
Free People has a formal animal welfare policy and does not use fur or exotic animal skins. The brand does use wool and claims to source it from suppliers adhering to the Responsible Wool Standard (RWS), but verification and transparency for these materials are limited.
Where Free People Falls Short Ethically
- Lack of Transparency: The brand fails to provide a public list of its factories or detailed information from its third-party audits, creating a critical information gap for consumers.
- No Commitment to a Living Wage: URBN and Free People have not made a public, time-bound commitment to paying a living wage across their entire supply chain, leaving workers vulnerable to exploitation.
- Inconsistent Certifications: While some products may use certified Fair Trade components, this is not a brand-wide standard, making it a token effort rather than a core ethical commitment.
Is Free People Sustainable?
Free People is taking genuine steps toward sustainability and has shown more progress on the environmental front than the ethical one. However, its efforts are hampered by a continued reliance on unsustainable materials and a lack of transparency around its environmental footprint.
Materials & Sourcing
According to its latest figures, approximately 30% of Free People's materials are considered sustainable, including organic cotton, Tencel, and recycled polyester. However, this means a staggering 70% of its collections still consist of conventional, environmentally damaging materials like petroleum-based synthetics and conventionally grown cotton.
Environmental Impact
The brand's parent company, URBN, has set a goal to reduce greenhouse gas emissions but has not published its full emissions data (including Scope 3), which covers its entire supply chain. There is also no publicly available data on the company's water usage, chemical management, or wastewater treatment practices, making its true environmental impact unclear.
Circularity & Waste
Free People has a "Buy Back" program in some stores that allows customers to trade in old garments for credit, which is a positive step. However, this program is limited in scale and fails to address the larger problem of textile waste generated from unsold inventory and the brand's high-volume production model.
Sustainability Goals & Progress
Becoming a B Corp certified company is a significant achievement and signals a legally binding commitment to balancing profit with purpose. URBN has set goals to increase sustainable materials to 50% and reduce emissions by 25% by 2025. While these goals are laudable, progress reports are limited, and it's unclear if they are on track.
Where Free People Falls Short on Sustainability
- Heavy Reliance on Unsustainable Fabrics: Despite introducing a sustainable line ("Care FP"), the brand's core business still heavily relies on conventional synthetics and non-organic cotton.
- Opaque Environmental Reporting: Free People provides no concrete data on its factory water usage, chemical management, or textile waste, making its sustainability claims difficult to verify.
- Limited Circularity Solutions: The brand's take-back programs are not comprehensive enough to offset the vast amount of clothing it produces each year, and there's no clear strategy for unsold products.
Our Verdict: Free People's Ethical & Sustainability Grades
While Free People positions itself as a conscious, bohemian brand, its practices fall into a gray area. There are clear steps being taken, particularly in sustainability, but significant ethical gaps remain, held back by a fundamental lack of transparency.
Ethical Practices: C+
Free People gets a C+ for a lack of meaningful transparency and no firm commitment to a living wage for its workers. While the company avoids major scandals and has a basic code of conduct, it does not do nearly enough to prove its clothes are made ethically. The brand is meeting bare-minimum industry expectations rather than leading the charge for worker well-being.
Sustainability: B-
The B- grade reflects real progress, demonstrated by its B Corp certification and a goal to use 50% sustainable materials by 2025. These are commendable efforts that set it apart from many fast fashion counterparts. However, its over-reliance on conventional fabrics, insufficient carbon reporting, and a consumption-driven business model prevent it from scoring higher.
Ethical & Sustainable Alternatives to Free People
If you love Free People's bohemian, vintage-inspired aesthetic but demand stronger ethical and sustainable practices, here are some better brands to check out:
Christy Dawn
Christy Dawn designs timeless dresses with a nearly identical boho vibe using deadstock fabrics and regenerative cotton from its own farm. The B Corp pays its Los Angeles-based makers a living wage and benefits. Prices are higher ($200-$400), but pieces are ethically crafted to last a lifetime.
Shop now at christydawn.com
Outerknown
With a laid-back, coastal style, B Corp and Fair Labor Association accredited Outerknown uses over 95% sustainable fibers like organic cotton and regenerated materials. The brand is radically transparent about its supply chain and guarantees a Fair Trade wage for its workers.
Shop now at outerknown.com
TAMGA Designs
TAMGA offers vibrant, flowy, and ethically made bohemian collections using 100% plant-based fabrics like TENCEL™ and ECOVERO™. The B Corp traces its supply chain from forest to fabric and works with audited, living-wage factories in Indonesia and Portugal.
Shop now at tamgadesigns.com
Whimsy + Row
Based in Los Angeles, Whimsy + Row offers flirty, eco-conscious clothing with a similar aesthetic to Free People. The brand manufactures its limited-run collections locally using deadstock fabrics and low-impact materials like Tencel and certified organic cotton.
Shop now at whimsyandrow.com
lemlem
Founded by supermodel Liya Kebede, lemlem is made entirely in Africa to preserve traditional artisan weaving and create local production jobs for women. The brand focuses on natural cotton and sustainable materials, offering breezy resort wear that gives back to communities.
Shop now at lemlem.com
Frequently Asked Questions
Who owns Free People?
Free People is owned by URBN, a large retail corporation that also owns Urban Outfitters, Anthropologie, Nuuly, and Terrain. Weak ethical practices and a lack of transparency are common criticisms across all URBN brands.
Is Free People's "Care FP" collection sustainable?
The "Care FP" edit features products that meet certain sustainable criteria, like being made with at least 50% eco-conscious materials. While it's a good initiative that makes conscious shopping easier, it accounts for a minority of Free People's total collection and can mislead consumers into thinking the entire brand is sustainable.
Has Free People improved its ethical & sustainability practices?
Yes, Free People has shown improvement over the past few years, notably by achieving B Corp status in 2022 and setting public goals for material and emissions reductions. However, it started from a low baseline, and its progress in supply chain transparency and labor rights remains slow.