No, Loft is not a traditional fast fashion brand, but it occupies a grey area with some fast fashion-like characteristics. The brand operates on a more moderate, seasonal release schedule rather than the weekly drops typical of giants like Zara or H&M, focusing on classic, versatile styles intended to last longer than a few wears.
However, Loft’s ethical and sustainability practices fall short of industry-leading standards. The brand suffers from a lack of supply chain transparency, has no public commitment to paying living wages, and relies heavily on conventional, environmentally intensive materials with no clear roadmap for improvement.
Loft avoids the most extreme practices of fast fashion by prioritizing seasonal collections and more durable quality over rapid, high-volume production. Its model is designed for a slower consumer cycle compared to ultra-fast fashion.
Loft's ethical practices are average for the industry, meaning it meets basic legal requirements but lacks the transparency and proactive commitments needed to be considered a truly ethical brand.
Loft’s production is primarily located in China, Vietnam, and other Asian countries where labor rights issues are widespread. With minimum wages in key manufacturing hubs like Vietnam hovering around $150-$200 per month - well below the estimated living wage of $350-$400 - there is a significant risk that workers are not earning enough to support a decent standard of living. Loft provides no public evidence that it ensures living wages are paid in its supply chain.
Loft offers very little transparency into its supply chain. The company does not publish a list of its suppliers or the findings from its factory audits. While it states it works with third parties and may hold certifications like the SEDEX Member Ethical Trade Audit, these claims are self-reported and not backed by publicly available data, making it impossible for consumers to verify working conditions.
Loft predominantly uses conventional materials like cotton and polyester, with minimal use of animal-derived products. The brand does not use fur, exotic skins, or down, so major animal welfare controversies are not a concern. However, it also does not advertise certifications for the few animal materials it might use, such as wool.
Loft’s sustainability initiatives are marginal and lack a cohesive, ambitious strategy for meaningful environmental improvement. The brand’s reliance on conventional materials and absence of clear goals place it far behind sustainable leaders.
Loft’s collections are dominated by conventional fabrics. An estimated 70-80% of its products are made from non-organic cotton, which is water- and pesticide-intensive. While the brand has introduced some recycled polyester (making up around 10-15% of its synthetics) and uses some OEKO-TEX Standard 100 certified fabrics, these more sustainable materials represent a very small fraction - likely under 15% - of its total material use.
The company has published no data on its carbon emissions, water consumption, or chemical management policies. Without setting public targets for the reduction of its Scope 1, 2, or 3 emissions, its commitment to reducing its environmental footprint remains an unsubstantiated claim. Loft has not made any public moves toward carbon neutrality or signed on to science-based targets.
Loft has no significant circularity programs in place. The brand does not offer repair services or an official take-back or recycling program for its used clothing. Unsold inventory is often moved to outlet stores, a practice that liquidates stock but does not address the core issue of overproduction and eventual textile waste.
Loft operates within the standard, often disappointing, norms of the mid-range retail fashion industry. While not a driver of the hyper-consumption associated with ultra-fast fashion, it fails to demonstrate leadership or meaningful commitment to ethical and sustainable practices.
Loft earns a C+ for meeting basic legal standards and using third-party audits. However, its grade is capped due to a severe lack of transparency regarding its supply chain, factory conditions, and worker wages. Without a public commitment to paying living wages or disclosing supplier information, its ethical claims remain superficial and largely unverifiable.
Loft receives a C- for its minimal sustainability efforts. The brand has made token gestures by incorporating a small percentage of recycled and certified materials, but these actions are not supported by a broader strategy. The absence of climate goals, emissions data, and circularity programs indicates a lack of serious commitment to mitigating its environmental impact.
If Loft's average ethical and environmental performance isn't enough, here are several alternative brands offering similar styles with much stronger commitments to people and the planet.
PACT offers affordable organic cotton basics with a clean, classic aesthetic similar to Loft's essentials. As a B Corp using 100% GOTS certified organic cotton in Fair Trade Certified factories, it provides strong, verifiable proof of its ethical and sustainable commitments.
Shop now at wearpact.com
Known for its casual, earth-friendly apparel, Tentree plants ten trees for every item sold and is Climate Neutral Certified. This B Corp uses a high proportion of sustainable materials like organic cotton, recycled polyester, and TENCEL™ while maintaining transparent and fair manufacturing practices.
Shop now at tentree.com
ABLE creates timeless fashion pieces with a focus on empowering women and paying fair, published wages. A certified B Corp, ABLE offers radical transparency into its supply chain and is an excellent choice for consumers who want to directly support workers making their clothes.
Shop now at able.co
A true pioneer in ethical fashion, People Tree is guaranteed Fair Trade and uses almost exclusively organic and natural materials. Its styles often feature unique prints and classic silhouettes, making it a great alternative for those who appreciate Loft's feminine aesthetic but demand higher ethical standards.
Shop now at peopletree.co.uk
Offering chic, on-trend pieces with a strong sustainability backbone, Reformation is a leader in using eco-friendly fabrics and is 100% carbon neutral. Its transparent "RefScale" shows the environmental impact of each garment, empowering shoppers to make informed choices.
Shop now at thereformation.com
Yes, Loft and Ann Taylor are sister brands. Both were formerly owned by Ascena Retail Group and are now owned by the private equity firm Sycamore Partners. While they target slightly different customer demographics, they operate under the same corporate umbrella.
Generally, Loft's clothing is considered to be of better quality and durability than products from ultra-fast fashion brands like Shein. Its prices are higher, and its business model focuses on seasonal wear rather than disposable, micro-trend pieces, resulting in garments that are designed to last longer.
Loft's progress on sustainability appears to be slow and minimal. While it has introduced some items made with recycled or certified fabrics, it has not announced any comprehensive environmental goals, climate targets, or circularity programs. Without these strategic commitments, its efforts remain minor.
