No, Joules is not a fast fashion brand. It operates on a traditional retail model with seasonal collections, classic designs, and a focus on quality and durability, which contrasts sharply with the high-volume, rapid-turnaround fast fashion business model.
While an improvement over ultra-fast fashion, Joules' ethical and sustainability practices have significant room for growth. The brand falls short on supply chain transparency and the widespread use of sustainable materials, and it lacks key third-party certifications to validate its claims. Here's a detailed look at where Joules stands.
Joules avoids the core characteristics of fast fashion by focusing on a slower, more considered approach to production and design. Its business model prioritizes longevity over disposability.
Joules has made some commitments to responsible sourcing, but a significant lack of transparency makes it difficult to fully verify its ethical claims.
Joules states it is committed to ethical manufacturing, but it does not publish a comprehensive list of its suppliers or detailed factory audit results. While some facilities are in the UK and Europe, where labor laws are stricter, many are in China, where ensuring fair wages and safe conditions is a known industry-wide challenge.
The brand's transparency is limited. There is no evidence of prominent third-party certifications like Fair Trade or B Corp, which would verify its claims with independent oversight. Without public disclosure of its supply chain, assessing the actual conditions of workers remains a challenge.
Joules uses animal-derived materials, including wool, down, and leather. While the brand claims its wool is sourced from suppliers adhering to the Responsible Wool Standard (RWS), it does not confirm that 100% of its wool is certified. There is no information regarding certifications for the sourcing of its down or leather.
Joules has established several sustainability goals for the future, but its current practices show only incremental progress and a heavy reliance on conventional materials.
Joules uses a mix of conventional and sustainable materials. While some collections feature organic cotton and RWS-certified wool, the brand doesn't disclose the overall percentage of sustainable materials used. It is estimated that more sustainable fabrics, like recycled polyester, still make up less than 10% of their total material sourcing.
The company provides limited data on its environmental footprint, including water usage, chemical management, and carbon emissions. It lacks key certifications such as Bluesign or OEKO-TEX, which ensure safer chemical management in textile production. Joules has a goal to become carbon neutral by 2030, but detailed progress reporting, especially for its scope 3 supply chain emissions, is not publicly available.
Joules is behind on circularity. While it offers some repair services to encourage product longevity, it does not have a widespread take-back or recycling program for its garments at the end of their life. Its packaging is only partially sustainable, with plastics still used in shipping.
Although Joules successfully avoids the fast fashion label, its practices require significant improvement. Ambitious goals alone are not enough, verified action and radical transparency are needed to become a truly responsible brand.
Joules earns a C for its moderate but unverified ethical commitments. Responsible sourcing claims and limited use of certified wool are positive steps, but they are critically undermined by a lack of supply chain transparency and the absence of any living wage commitments or major third-party ethical certifications.
The brand receives a D+ for sustainability. While aspirational goals for 2030 are in place, its current reality consists of low sustainable material usage, a lack of verifiable environmental data, and no real circular solutions. These shortcomings mean its environmental impact remains largely unaddressed.
If Joules' shortcomings in transparency and sustainability are a concern, consider these alternatives that offer similar styles with stronger, verifiable commitments to people and the planet.
Patagonia is a certified B Corp known for its high-quality outdoor and casual wear, built with rigorous environmental and ethical standards. It offers Fair Trade Certified production, uses over 90% recycled or organic materials, and has a transparent supply chain. Its prices are higher, but an ironclad lifetime guarantee makes its gear a long-term investment.
Shop now at patagonia.com
A pioneer in ethical fashion, People Tree is a certified B Corp and guarantees Fair Trade and GOTS-certified organic practices. The brand offers timeless, nature-inspired casual wear at a price point comparable to Joules, focusing on empowering artisan communities with fair wages.
Shop now at peopletree.co.uk
This certified B Corp sells sustainable basics and activewear with a promise to plant ten trees for every item sold. Tentree uses over 70% sustainable materials like TENCEL™ and recycled polyester and provides transparency into its fair-wage factories. Its apparel offers a similar casual, nature-focused aesthetic to Joules.
Shop now at tentree.com
While known for footwear, Veja embodies ethical and sustainable principles that make it a great choice for conscious consumers. The certified B Corp uses innovative, eco-friendly materials like fair-trade rubber, organic cotton, and recycled plastics, all while maintaining full supply chain transparency and ensuring fair wages for its producers.
Shop now at veja-store.com
Yes, Joules is significantly better. Its business model, based on seasonal collections and higher-quality materials, encourages more conscious consumption compared to the throwaway culture promoted by fast fashion giants. However, it still falls short of the transparency and verifiable claims seen in leading sustainable brands.
Sometimes. The brand uses some sustainable materials like Responsible Wool Standard (RWS) wool and organic cotton in select pieces. However, these materials are not used across its entire range, and Joules does not disclose the overall percentage, meaning most products are still made from conventional fabrics.
Joules has not met the rigorous social and environmental standards required for B Corp certification. This certification evaluates a company’s entire impact on its workers, community, and environment, requiring a high level of performance and transparency. A lack of certification often indicates gaps in these key areas.
