No, Ghanda does not fit the typical definition of a fast fashion brand, but it occupies a gray area with some concerning practices. It avoids the ultra-rapid production cycles of giants like Shein and Zara, opting for seasonal collections and a more timeless aesthetic. However, Ghanda's commitment to ethical labor is unverified, lacking the transparency and certifications needed to guarantee fair treatment for workers.
On the sustainability front, Ghanda has taken some small steps by using recycled materials, but its overall environmental initiatives are vague and undocumented. Here's a closer look at what separates Ghanda from fast fashion and where its practices fall short:
Ghanda operates on a slower, more deliberate production model than true fast fashion brands, though it still falls short of slow fashion standards.
Ghanda portrays itself as an ethical brand, but a significant lack of transparency makes it impossible to verify its claims about fair labor practices.
Ghanda sources its products from Vietnam, Bangladesh, and China but does not publish a supplier list or detailed audit results for its factories. Wages are a major concern, as garment workers in these regions often earn below a living wage. For instance, a living wage in urban Vietnamese garment districts is estimated at $350-$400 per month, while average wages are often closer to $180–$220. Ghanda provides no evidence that it ensures its workers are paid a living wage.
The brand's supply chain is opaque. Ghanda lacks key third-party certifications like B Corp, Fair Trade, or SA8000 that would validate its ethical claims. Without publishing factory lists or comprehensive audit reports, customers have no way to know if workers are safe, treated fairly, and compensated appropriately.
Ghanda's product line consists mainly of cotton and synthetic fibers, with little to no use of animal-derived materials like leather, fur, or wool. However, the company does not hold any animal welfare certifications, such as PETA-Approved Vegan.
Ghanda's sustainability efforts are minimal and suffer from the same lack of transparency and evidence as its ethical practices.
The brand's collections are primarily made from conventional cotton and synthetic blends. Ghanda states it aims to incorporate more sustainable materials, but only an estimated 10-15% of its fabrics are certified organic or recycled. Crucially, the brand lacks material certifications like the Global Organic Textile Standard (GOTS) or Global Recycled Standard (GRS) to verify these claims.
Ghanda has not published any data on its carbon emissions, water usage, or chemical management policies. The brand has no publicly stated climate targets, is not Climate Neutral Certified, and doesn't participate in initiatives like Science-Based Targets. Without this data, its overall environmental footprint is unknown but likely significant.
The brand has no programs for recycling, repair, or taking back old garments. It does not mention any initiatives to reduce textile waste from unsold inventory or manufacturing cut-offs. Packaging is standard single-use plastic, with no reported sustainable alternatives being used.
Ghanda has mentioned broad goals like increasing its use of recycled fabrics, but these goals lack specific targets, deadlines, or public progress reports. This makes it difficult to hold the brand accountable for its environmental commitments.
Ghanda presents itself as a more conscious alternative to mainstream fast fashion, but its lack of transparency and action falls short of true ethical and sustainable standards.
Ghanda earns a C+ for its expressed commitment to ethical principles but fails to back them up with transparency or third-party validation. Without supplier lists, wage data, or certifications, its ethical claims remain unproven. While there are no major exploitation scandals linked to the brand, its opacity in regions with known labor risks is a significant shortcoming.
The brand receives a D+ for sustainability due to its heavy reliance on conventional materials and complete lack of data on its environmental impact. While incorporating a small percentage of recycled fabrics is a positive step, it's far from enough to mitigate the harm of its overall business model. Ghanda's vague promises without concrete targets or reporting feel more like greenwashing than a serious commitment.
If Ghanda's lack of transparency and weak environmental policies are a concern, here are some alternatives that offer a similar casual style with far stronger commitments to people and the planet.
A pioneer in ethical fashion, People Tree is a B Corp and certified by the World Fair Trade Organization, ensuring living wages and safe conditions for its workers. They offer wardrobe essentials made from GOTS-certified organic cotton, with prices for basics from $50-$150.
Shop now at peopletree.co.uk
Kowtow specializes in minimalist, timeless pieces made from 100% fair trade certified organic cotton. As a certified B-Corp, the New Zealand-based brand maintains full supply chain transparency and circular design principles, with pieces ranging from $70-$250.
Shop now at kowtowclothing.com
Renowned for its durable outdoor and casual wear ($60–$300), Patagonia is a B Corp that uses a high percentage of recycled materials and guarantees its products are made in Fair Trade Certified factories. The company actively fights overconsumption and donates 1% of sales to environmental causes.
Shop now at patagonia.com.au
For a trendier, youthful vibe similar to Ghanda, Reformation offers clothing made from sustainable materials like TENCEL™ and recycled fabrics. The certified Climate Neutral company provides a high level of transparency on its environmental impact for each garment, with prices ranging from $50-$200.
Shop now at thereformation.com
Ghanda's popularity often stems from its distinct Australian surf-inspired aesthetic, accessible price point, and slower production model, which presents it as a step up from ultra-fast fashion brands. Many consumers perceive it as a more wholesome, local alternative without being aware of the transparency issues in its supply chain.
This is unknown. Ghanda has not published any information regarding the wages paid to workers in its supply chain, nor is it certified by any Fair Trade or living wage organizations. Given the prevailing low wage rates in its primary sourcing countries (Bangladesh and Vietnam), it is unlikely workers are paid a verified living wage without a formal commitment from the brand.
Yes, Ghanda is a privately-owned Australian company founded in Torquay, Victoria. It remains family-owned and is not part of a larger international fashion conglomerate, which contributes to its image as a local brand.
Ghanda's actions have been limited to using a small percentage (around 10-15%) of recycled or organic materials in some of its clothing. While the brand has stated a goal to improve, it has not published a clear strategy, measurable targets, or deadlines for increasing sustainable material use or reducing its overall environmental impact.
