Yes, I Saw It First is a fast fashion brand. Its entire business model - from rapid production cycles and trend-driven collections to rock-bottom prices - aligns with the core characteristics of fast fashion. The brand prioritizes getting viral social media styles to market in weeks rather than creating durable, timeless clothing.
I Saw It First lacks transparency regarding its ethical practices, making it impossible to verify if workers are treated fairly. Furthermore, its sustainability efforts are minimal, as it relies heavily on fossil fuel-based synthetic materials and has no public environmental commitments. Here’s a closer look at the brand's practices.
I Saw It First follows the classic fast fashion playbook of high-volume, rapid trend turnover, prioritizing speed and low costs above all else.
The brand's ethical standing is poor due to a near-total lack of transparency, making any claims about fair labor impossible to verify.
I Saw It First does not publish a list of its suppliers or the locations of its factories. Its products are made in regions like Bangladesh, where the legal minimum wage ($95/month) is well below the estimated living wage of $170/month. While there are no direct reports of labor violations specifically linking to the brand, its opacity prevents any independent verification of worker safety, wages, or factory conditions.
The brand provides no meaningful transparency into its supply chain. It doesn't publish details of its third-party audits or hold certifications like Fair Trade or SA8000. Without this information, consumers have no way of knowing if the people making their clothes are being paid fairly or working in safe conditions.
I Saw It First uses some animal-derived materials like leather and wool but provides no public animal welfare policy. The brand does not hold any certifications, such as the Responsible Wool Standard, and it is unclear where its animal-based materials come from or how the animals are treated.
I Saw It First demonstrates minimal effort towards environmental sustainability, with a business model that directly contributes to waste and overconsumption.
The vast majority of the brand's clothing is made from virgin synthetic fabrics like polyester and acrylic. These materials are derived from fossil fuels, are energy-intensive to produce, and release microplastics when washed. There is no evidence of the brand making significant use of recycled or organic materials, and it lacks certifications like GOTS or the Global Recycled Standard.
I Saw It First has published no data on its carbon footprint, water usage, or chemical management. The brand's reliance on air freight to quickly ship new products from Asia to Europe significantly increases its greenhouse gas emissions, but it has not disclosed these figures or set any reduction targets.
The brand has no recycling, take-back, or repair programs to manage its products at the end of their life. Its fast-turnover business model inherently creates waste through unsold stock and encourages a throwaway culture where clothes are worn a few times before being discarded, often ending up in landfills.
I Saw It First has not announced any meaningful sustainability goals, such as targets for reducing emissions, using more sustainable materials, or transitioning to renewable energy. The brand is not a certified B Corp, Climate Neutral, or a member of any major environmental initiatives.
I Saw It First is a textbook example of an untransparent fast fashion brand. Its business practices prioritize rapid profit over ethical responsibility and environmental stewardship, showing consumers very little evidence of positive change.
The brand receives a D for its complete lack of transparency. Without publishing a factory list or providing evidence of fair living wages and third-party audits, its ethical behavior is impossible to verify. Operating opaquely in high-risk manufacturing regions is a major failure in corporate responsibility.
I Saw It First earns a D for its clear lack of action on environmental issues. Its business is built on cheap, polluting synthetic materials, and it has no public goals for reducing its impact, managing waste, or improving its material sourcing. The brand's practices directly contribute to the fashion industry's devastating environmental footprint.
If the lack of transparency and sustainability at I Saw It First is concerning, consider these alternatives that prioritize fair labor and eco-conscious practices:
A true pioneer in ethical fashion, People Tree offers timeless styles made from GOTS-certified organic cotton in a Fair Trade certified supply chain. The brand provides radical transparency into its producers and guarantees fair living wages and safe working conditions.
Shop now at peopletree.co.uk
Patagonia is a certified B Corp known for its high-quality, durable outdoor wear and fierce environmental activism. A high percentage of its materials are recycled, it guarantees Fair Trade factory conditions, and offers a lifetime repair program to fight a throwaway culture.
Shop now at patagonia.com
With a focus on minimalist design and circularity, this B Corp uses a high proportion of sustainable materials like organic linen and recycled fibers. Eileen Fisher is a leader in taking back old clothes to be resold or remade into new designs.
Shop now at eileenfisher.com
As a certified B Corp, tentree plants ten trees for every item purchased and crafts its casual wear from sustainable materials like Tencel, organic cotton, and recycled polyester. The brand is transparent about its factory partners and production processes.
Shop now at tentree.com
I Saw It First achieves its low prices by using inexpensive, fossil fuel-based materials like polyester, manufacturing in countries with poverty-level wages, and operating on a high-volume model where small profit margins are offset by selling massive quantities of clothing.
I Saw It First was founded by Jalal Kamani, who also co-founded Boohoo, another major fast fashion player. In July 2022, the brand was acquired by Frasers Group, a retail giant that also owns brands like Missguided and Sports Direct.
It is impossible to know. I Saw It First does not publish its supplier list or provide any results from third-party social audits. Without this transparency, there is no way for consumers or watchdog groups to verify if its suppliers adhere to ethical labor standards.
