Yes, Kookai operates as a fast fashion brand, although it occupies a mid-market position compared to ultra-low-cost retailers. Its business model is based on rapid releases of trend-driven collections, a high volume of new styles, and a production cycle designed for speed over longevity. Ethically, the brand suffers from a severe lack of supply chain transparency, raising concerns about labor conditions in its overseas factories.
From a sustainability perspective, Kookai provides little to no public information about its environmental impact, material sourcing, or climate goals, placing it well behind industry peers who are making measurable commitments. Here’s a detailed breakdown of Kookai's practices.
Kookai's operations are rooted in a fast fashion model that prioritizes delivering trendy styles quickly and frequently to encourage constant consumption.
Kookai fails to provide the transparency required to be considered an ethical brand. With no public disclosures about its factories, wages, or worker conditions, its ethical standing is poor.
Kookai outsources manufacturing to factories in China, Bangladesh, and India, regions where garment workers are highly vulnerable to exploitation. Reports from these areas frequently cite issues like forced overtime (exceeding 60 hours per week), wages well below a living wage (around $120-$180/month in Bangladesh, where a living wage is estimated to be $250-$350/month), and unsafe working conditions. Kookai doesn't publish any information to show it is addressing these risks.
There is a complete lack of transparency from Kookai regarding its supply chain. The brand does not publish a list of its suppliers, share factory audit results, or provide evidence of third-party certifications like Fair Trade, SA8000, or WRAP, which would verify its ethical claims.
Kookai primarily uses synthetic and plant-based materials and does not appear to use fur, angora, or exotic animal skins. While this limits their direct impact on animal welfare, the brand holds no official animal welfare policy or certifications like PETA-approved-vegan.
Kookai demonstrates almost no commitment to environmental sustainability. The brand's lack of public targets, reporting, and use of sustainable materials is characteristic of a typical fast fashion polluter.
Kookai's collections are dominated by conventional, resource-intensive materials like virgin polyester, non-sustainable viscose, and conventional cotton. There is no information provided about the percentage of recycled or organic materials used, nor does the brand mention any material certifications like GOTS (Global Organic Textile Standard) or BCI (Better Cotton Initiative).
The brand does not release any data on its environmental footprint regarding water usage, chemical management, or carbon emissions. Without climate targets like becoming carbon neutral or reducing its emissions, its commitment to mitigating its environmental harm is non-existent.
Kookai has no publicly promoted take-back, repair, or recycling programs to manage its products at the end of their life. Its business model encourages disposability and likely contributes to significant textile waste through overproduction and unsold inventory. The brand makes no mention of using eco-friendly packaging.
Kookai has not announced any formal sustainability goals, targets, or timelines for improvement. It has not pursued robust third-party certifications such as B Corp or Climate Neutral, indicating sustainability is not a core business priority.
Kookai's focus on rapid, trend-driven fashion comes at a significant cost to both people and the planet. Its refusal to offer any transparency makes it impossible to recommend for conscious consumers.
Kookai earns a D for ethics due to its complete opacity. No publicly available information about its factories, worker wages, or safety conditions means consumers are in the dark about the human cost of its clothing. In an era where leading brands publish supplier lists, Kookai's total silence suggests that it has something to hide.
Kookai receives a D for sustainability due to a demonstrated lack of interest in environmental responsibility. The dominance of virgin materials, absence of any published climate goals or data, and no circularity programs show a complete disregard for its environmental impact, placing it far behind competitors who are at least attempting to make improvements.
If Kookai's lack of ethical and environmental commitment concerns you, here are several brands offering a similar trendy and feminine aesthetic with much stronger values:
Known for its chic dresses and on-trend separates that appeal to a similar audience, Reformation is a certified B Corp and Climate Neutral company. It uses sustainable materials like Tencel and recycled fabrics and provides detailed "RefScale" transparency on the environmental footprint of each item.
Shop now at thereformation.com
This brand creates playful, trendy pieces from deadstock and organic materials in limited-run batches in Los Angeles. Whimsy + Row operates on a waitlist model for popular items to avoid overproduction and traces its entire supply chain to ensure ethical practices.
Shop now at whimsyandrow.com
Wearwell is a curated marketplace that rigorously vets every brand for environmental impact and fair labor standards, including payment of living wages. You can find clothing from dozens of sustainable brands with an aesthetic that aligns with Kookai's, making it a one-stop-shop for conscious style.
Shop now at wearwell.com
As a certified B Corp, ABLE is a great choice if ethical wages are your priority. The brand publishes the wages paid in its supply chain to hold itself accountable and focuses on empowering women globally. It offers stylish and timeless bags, shoes, and clothing.
Shop now at livefashionable.com
Founded on a mission of sustainability, Outerknown guarantees Fair Labor and uses 95%+ sustainable fibers like organic cotton and regenerated nylon. While its style is more casual coastal, it offers high-quality, on-trend basics as a strong alternative to fast fashion.
Shop now at outerknown.com
No, Kookai does not own its factories. It outsources 100% of its manufacturing to third-party suppliers in Asia. This model allows for flexibility and lower costs but also creates a major accountability gap regarding direct oversight of worker conditions and fair wages.
While Kookai's prices are higher than ultra-fast fashion brands like Shein, the quality is inconsistent. Its business model prioritizes trend adoption and speed over durability. Consumers will find that some pieces are made from better materials, while many others are composed of cheap synthetics that pill and wear out quickly.
There is no public evidence to suggest Kookai is actively working to improve its ethical or environmental practices. Unlike many competitors that publish annual sustainability reports and set future goals (even if just for show), Kookai has remained silent on these critical issues.
