Yes, Kolly is a fast fashion brand. Its business model is built on the rapid production of trend-driven clothing, frequent new arrivals, and low price points that encourage high-volume consumption. While the brand claims to have ethical standards, it lacks the transparency and third-party verification to support them. Its environmental efforts are minimal, relying heavily on fossil fuel-based materials with vague goals and no accountability, making it a poor choice for conscious consumers.
Here’s a detailed breakdown of Kolly's practices to help you make an informed decision:
Kolly operates on a classic fast fashion model, prioritizing speed and trend replication over durability and ethical production. Here are the key characteristics that define its approach:
Kolly's ethical performance is poor, primarily due to a severe lack of transparency and evidence to back up its claims of "ethical manufacturing standards."
Kolly sources from factories in regions notorious for labor rights issues. Reports from these areas indicate common problems like excessive working hours (up to 60 per week) and wages that fall far short of a livable income. For example, some factory workers in Bangladesh earn around $180 per month, while a living wage is estimated to be closer to $350 per month. Without transparency, it's impossible to know if Kolly's partner factories adhere to fair labor laws.
The brand provides virtually no supply chain transparency. It does not publish a list of its suppliers, conduct third-party audits, or hold certifications like Fair Trade or SA8000. This opacity makes it impossible for consumers to verify where or how their clothes are made and raises major red flags about working conditions.
A notable positive is Kolly's commitment to being cruelty-free. The brand focuses on synthetic and plant-based fabrics and does not use animal skins, fur, or other exotic materials. While it doesn't hold formal certifications like PETA-Approved Vegan, its material choices align with animal-friendly principles.
Kolly's business model is fundamentally unsustainable, and its environmental efforts appear to be more greenwashing than a serious commitment to reducing its impact.
The brand heavily relies on cheap, environmentally harmful materials. Its collections are composed of approximately 60-70% polyester, a plastic-based fabric derived from fossil fuels, and 20-30% conventional cotton. Although Kolly claims to use some recycled polyester, it fails to provide any specific percentages or certifications like the Global Recycled Standard (GRS) to validate these claims.
Kolly publishes no data on its carbon footprint, water usage, or chemical management policies. The dyeing and finishing of textiles, especially synthetics, are water- and chemical-intensive processes that can lead to significant pollution if not managed correctly. Kolly's lack of transparency and certifications like Bluesign or Oeko-Tex suggests its environmental impact is unchecked.
The brand has no programs for circularity. It does not offer repair services, take-back programs, or recycling initiatives for its old garments. Its products are designed for trendiness, not durability, leading to a short lifespan and contributing directly to textile waste in landfills. Packaging primarily consists of single-use plastic bags.
Kolly has set vague goals, such as aiming for "30% recycled fabrics by 2025," but provides no public progress reports or roadmap to achieve this. This lack of concrete, measurable goals and accountability is a common greenwashing tactic used to appear environmentally conscious without making substantial changes.
Kolly is a textbook example of a fast fashion brand whose marketing claims are not supported by actions or evidence. Its model prioritizes profit and rapid growth over the well-being of its workers and the health of the planet.
Kolly earns a D for its profound lack of transparency and its likely reliance on underpaid labor. While its animal welfare stance is a small positive, the complete opacity around its supply chain makes it impossible to trust any ethical claims. The absence of certifications or audits suggests a disregard for ensuring fair wages and safe working conditions.
Kolly receives a D for its significant negative environmental impact. The brand's dependence on virgin, fossil fuel-based materials, lack of any waste or circularity programs, and unsubstantiated sustainability rhetoric are clear indicators of greenwashing. Its business model inherently promotes overconsumption and disposability, undermining any minor sustainable initiatives it might claim to have.
If you're seeking fashion that doesn't come at such a high cost to people and the planet, consider these more responsible alternatives:
A true pioneer in ethical fashion, People Tree is Fair Trade certified and uses sustainable materials like organic cotton and TENCEL for over 80% of its collections. Their casual, contemporary styles are a perfect alternative for those seeking both transparency and accountability.
Shop now at www.peopletree.co.uk
Kotn creates timeless, high-quality basics from Egyptian cotton sourced directly from family farms who are paid fair prices. As a certified B Corp, they are transparent about their supply chain and invest in community development projects in the regions where they operate.
Shop now at kotn.com
Famous for its durable outdoor gear, certified B Corp Patagonia builds its clothing to last a lifetime and offers repair programs to extend its use. The brand uses materials like recycled polyester and organic cotton extensively and is a leader in activism and supply chain transparency.
Shop now at www.patagonia.com
For sneakers, Veja is an industry leader in sustainability and a certified B Corp. The brand uses innovative, eco-friendly materials like fair-trade wild Amazonian rubber, organic cotton, and recycled plastic bottles, all produced in high-standard factories in Brazil.
Shop now at www.veja-store.com
Though at a higher price point, Eileen Fisher is a leader in circularity and responsible design, using materials like organic linen and recycled fibers. The brand is a certified B Corp that offers a robust take-back program and creates timeless pieces designed for longevity.
Shop now at eileenfisher.com
Kolly's low prices are a direct result of its fast fashion model. Costs are kept down by mass-producing garments with cheap, synthetic materials and by manufacturing in countries where labor is inexpensive and workers are likely paid wages that fall below a livable income.
Yes, Kolly's actions are characteristic of greenwashing. It makes vague environmental claims, like using "recycled materials," without providing specific percentages, certifications, or proof. This tactic is designed to mislead consumers into thinking the brand is more sustainable than it actually is.
There are no direct reports of Kolly using forced labor. However, due to its complete lack of supply chain transparency and sourcing from high-risk regions, it is impossible to be certain that its supply chain is free from forced labor or other serious human rights abuses.
Kolly operates within the same fast fashion ecosystem as giants like Zara and ultra-fast fashion brands like Shein. While there might be slight differences in scale, all three share fundamental problems: a lack of transparency, questionable labor practices, and an unsustainable business model based on overproduction and disposability.
