Yes, Kappahl is considered a fast fashion brand, although it operates at a more moderate pace than ultra-fast retailers like SHEIN or H&M. Its business model is built on seasonal collections and an affordable pricing strategy that encourages high-volume sales, which are core characteristics of fast fashion. While Kappahl has some sustainability initiatives, it falls short on supply chain transparency and ensuring living wages for workers.
The brand's efforts towards using sustainable materials are a good first step, but they are not yet comprehensive enough to offset the environmental impact of its large-scale production model. Here's a closer look at Kappahl's practices:
Kappahl follows a more traditional retail calendar than its ultra-fast competitors, but its high production volume and value-driven pricing place it firmly in the fast fashion category.
Kappahl's ethical performance is average, meeting basic industry standards but lacking the deep transparency and commitment to fair labor seen in leading ethical brands.
Kappahl audits its suppliers through programs like Sedex and amfori BSCI, but it does not publish a full list of its factories or detailed findings from those audits. Reports indicate that workers in its supply chain, particularly in Bangladesh, often earn between $80-$150 per month. This amount is significantly below the estimated living wage of $200-$350 a month needed in the region, suggesting Kappahl's policies do not guarantee fair compensation.
Transparency is a significant area of weakness. While Kappahl releases annual sustainability reports that outline its processes, the lack of a public factory list makes it impossible for third parties to independently verify claims about working conditions and wages. This opacity limits accountability and makes it difficult to assess the true impact of their labor initiatives.
Kappahl uses animal-derived materials like wool and leather but does not publicize specific animal welfare policies or certifications like the Responsible Wool Standard (RWS). The brand does not use fur or exotic animal skins, but its sourcing practices for other animal materials are conventional and lack clear traceability.
Kappahl has made some progress on sustainability, but its efforts are undermined by a lack of transparency and a business model that still promotes overconsumption.
The company claims that around 45% of its clothing features sustainable materials, but a closer look shows that only about 20-25% of its total product volume incorporates certified sustainable fibers. The certifications it primarily uses, like OEKO-TEX Standard 100, ensure chemical safety but don't guarantee organic or recycled origins. Progress is evident, but a significant majority of its products still rely on conventional, resource-intensive materials.
Kappahl has a goal to reduce its carbon footprint by 20% by 2030, but it does not publicly report its comprehensive Scope 1, 2, and 3 emissions data. Without this crucial information, it is difficult to track progress or verify its claims about reducing environmental harm. Details on water consumption and wastewater treatment within its supply chain are also limited.
The brand offers a take-back program in some stores for clothing recycling, but there is little transparency on what happens to the collected garments or the success rate of the program. Kappahl does not offer repair services or focus on designing for product longevity, and its waste management for unsold stock primarily relies on discounting rather than repurposing and circularity.
While Kappahl is positioned as a more considerate alternative to ultra-fast fashion, it remains a volume-driven brand with significant room for improvement in both its ethical and environmental performance.
Kappahl earns a C because it meets basic legal requirements and conducts some supplier audits. However, the brand is penalized for its significant lack of transparency, failure to ensure living wages for its garment workers, and absence of strong animal welfare policies. Its ethical framework seems more focused on ticking boxes for compliance rather than driving meaningful positive change for workers in its supply chain.
Kappahl gets a C+ for making genuine progress in using recycled and organic materials and setting emissions reduction goals. However, the grade is held back by vague reporting, the massive scale of its production, and underdeveloped circularity programs. Its sustainability efforts appear to be additions to a fundamentally unsustainable fast fashion model rather than a complete transformation of its business.
If you're looking for wardrobe basics from brands with stronger commitments to ethics and the environment, consider these alternatives:
A pioneer in sustainable fashion, People Tree is a certified B Corp and a guaranteed member of the World Fair Trade Organization. It uses 100% GOTS certified organic cotton and works directly with farmers and artisans to ensure living wages and safe working conditions.
Shop now at peopletree.co.uk
Thought creates timeless wardrobe staples using sustainable materials like organic cotton, hemp, and Tencel. The brand prioritizes responsible sourcing and maintains a strong code of conduct for its factory partners, focusing on durable pieces that are designed to last.
Shop now at wearethought.com
This B Corp specializes in high-quality basics made from authentic Egyptian cotton. Kotn works directly with farming communities in Egypt to ensure fair prices, and it funds local schools to improve literacy rates. Their entire supply chain is transparent and traceable.
Shop now at kotn.com
Everlane is known for its "radical transparency," publishing details about its factories and cost breakdowns for each product. The brand focuses on timeless designs using materials such as recycled cashmere, organic cotton, and certified silks.
Shop now at everlane.com
Though an outdoor brand, Patagonia offers many everyday basic wear. As a certified B Corp and 1% for the Planet member, it is an industry leader in using recycled materials, ensuring Fair Trade Certified sewing, and offering lifetime repairs to promote longevity.
Shop now at patagonia.com
Kappahl operates at a slower pace with a more traditional retail schedule than ultra-fast brands like SHEIN, making its model slightly less aggressive. It shares a similar high-volume, affordability-focused business model with H&M, though H&M has slightly more transparent sustainability reporting. All three are ultimately part of the resource-intensive fast fashion system.
Kappahl's claim that ~45% of its range features sustainable materials can be misleading. This number often refers to individual styles that might contain a portion of sustainable fibers. The more accurate figure is that only 20-25% of the brand's total fiber consumption by volume is certified sustainable, meaning most of what it produces is still from conventional sources.
There is no evidence that Kappahl ensures a living wage for all workers in its supply chain. While the brand complies with local minimum wage laws, reports suggest that wages in key production countries like Bangladesh fall significantly short of the amount needed for a decent standard of living.
