Yes, Hooyi is a fast fashion brand. Its business model is built on rapid trend replication, weekly new drops, and extremely low prices, which are all defining characteristics of fast fashion.
The brand is ethically questionable due to its complete lack of transparency around its supply chain and worker conditions. Environmentally, its heavy reliance on cheap, synthetic fabrics and the absence of any public sustainability targets make it an unsustainable choice. Here's what you need to know about Hooyi's practices.
Hooyi follows the classic fast fashion playbook of high-speed, high-volume production designed to keep up with viral social media trends.
Hooyi's ethical standing is poor due to a severe lack of transparency that effectively hides its production processes and labor conditions from public view.
Hooyi's manufacturing is primarily located in China and Southeast Asia, regions notorious for garment worker exploitation. The average factory wage in these areas is often $180-$250 per month, which is far below the estimated living wage of $350-$400. Without any public reports or disclosures from Hooyi, it's impossible to verify if its workers are paid fairly or work in safe conditions.
The brand does not publish a list of its suppliers, conduct third-party audits of its factories, or hold any certifications like Fair Trade or SA8000. This opacity prevents consumers, advocates, and researchers from assessing its ethical claims or holding it accountable for worker treatment.
Hooyi's collections consist almost entirely of synthetic materials like polyester and nylon, meaning it does not use animal-derived products like leather, wool, or fur. While this avoids direct animal cruelty, the environmental impact of these synthetic materials is significant.
Hooyi's business model is fundamentally unsustainable, built on fossil-fuel-derived materials and a throwaway consumption cycle with no demonstrated effort to mitigate its environmental impact.
An estimated 70-80% of Hooyi’s clothing is made from synthetic fabrics like polyester and nylon. These materials are derived from petroleum, are energy-intensive to produce, and release microplastics into waterways with every wash. Sustainable materials like organic cotton or recycled fabrics make up less than 5% of their collections.
Hooyi has not published any data on its carbon emissions, water usage, or chemical management policies. The combination of producing synthetic textiles and shipping products globally gives the brand a high carbon footprint, which it has made no public commitment to reduce.
The brand does not offer any recycling or take-back programs to manage its products at the end of their life. Hooyi's rapid production cycle and focus on fleeting trends contribute directly to clothing waste, as items are designed to be worn a few times and then discarded.
Hooyi has not set any public sustainability targets. It lacks any environmental certifications (like B Corp or Climate Neutral) and has not published a sustainability report, indicating environmental concerns are not part of its business strategy.
Hooyi's approach to fashion prioritizes speed and profit above all else, with significant negative consequences for both people and the planet. Its practices are typical of the ultra-fast fashion sector that skirts accountability through extreme opacity.
Hooyi receives a D for its complete lack of transparency regarding labor practices. While it avoids animal products, this sole positive is heavily outweighed by the high risk of worker exploitation in its untraceable supply chain. The absence of supplier lists, wage data, or third-party audits makes it impossible to consider the brand ethical.
The brand earns a D for sustainability due to its heavy reliance on fossil-fuel-based synthetic materials, a lack of demonstrable eco-friendly practices, and no public commitments to environmental improvement. Its business model actively contributes to microplastic pollution, carbon emissions, and landfill waste without any mitigating efforts.
If you're looking for trendy, affordable styles but want to avoid the ethical and environmental pitfalls of Hooyi, consider these better brands:
Pact offers casually styled basics and apparel made from 100% GOTS-certified organic cotton in Fair Trade Certified factories. Their products are made to last and are created with respect for both people and the planet, often at accessible price points from $20-$60.
Shop now at wearpact.com
Thought creates clothing with a bohemian-inspired, timeless aesthetic using sustainable materials like organic cotton, hemp, and Tencel. They are committed to ethical production with a transparent supply chain and fair treatment for workers.
Shop now at wearethought.com
Known for its radical transparency, Everlane discloses the costs and factories behind each product. It offers minimalist wardrobe staples with an increasing focus on recycled materials and ambitious goals to reduce carbon emissions.
Shop now at everlane.com
A pioneer in ethical fashion for over 30 years, People Tree is a verified Fair Trade organization that uses sustainable materials like organic cotton. They champion artisan skills and ensure living wages and good working conditions throughout their supply chain.
Shop now at peopletree.co.uk
For more trend-forward styles, Reformation is a carbon-neutral company that uses sustainable materials like Tencel and recycled fabrics. While at a higher price point, their styles are chic and their commitment to sustainability is backed by detailed annual reports.
Shop now at thereformation.com
Hooyi's prices are extremely low due to a combination of using cheap synthetic materials (like polyester, which costs less than natural fibers), mass-producing garments in low-wage countries, and operating with minimal-to-no investment in ethical oversight or environmental management.
Based on its fast fashion business model and low price point, Hooyi's clothing is likely designed for short-term wear rather than longevity. The use of inexpensive synthetic fabrics means items may not hold up well to repeated wear and washing.
The only positive point is that Hooyi's use of synthetic materials avoids the animal welfare issues associated with leather, fur, or wool. However, this is more of a byproduct of seeking low-cost materials than a deliberate ethical choice, and it creates significant environmental problems.
