Yes, Midnight Hour is considered a fast fashion brand due to its rapid production cycles, trend-driven designs, and affordable pricing that encourages high-volume sales. The brand scores poorly on ethics due to a lack of supply chain transparency and no public commitments to paying living wages to its factory workers. Its sustainability efforts are minimal, with a heavy reliance on conventional materials and no stated environmental goals or circularity initiatives.
Midnight Hour's business model aligns with several core characteristics of fast fashion, prioritizing speed-to-market and trend replication over durability and slow production.
Midnight Hour provides very little information to support any claims of being an ethical brand, and its practices suggest it fails to meet meaningful ethical standards.
Midnight Hour manufactures products in China, Bangladesh, and Vietnam - countries with documented risks of labor rights abuses. Garment workers in these regions often earn between $150–$200 per month, which is far below the estimated living wage of $350–$400 needed in those areas. The brand provides no evidence that it requires its suppliers to pay a living wage or ensure safe factory conditions.
The brand is not transparent. Midnight Hour does not publish a list of its suppliers, and there are no public audit reports or certifications available. It has no known commitments to third-party verifications like Fair Trade, SA8000, or WRAP, making it impossible for consumers to verify the conditions under which its clothes are made.
There is no evidence that Midnight Hour uses animal-derived materials like leather, fur, or down in its products. However, the company has no formal animal welfare policy, which is a missed opportunity for a brand relying on synthetic materials.
Midnight Hour's sustainability practices appear to be virtually non-existent, aligning with the negative environmental impact typical of fast fashion brands.
The vast majority of Midnight Hour’s products are made from conventional fabrics like polyester, nylon, and standard cotton. Less than 10% of its collection is estimated to contain more sustainable materials like organic cotton or recycled polyester. The brand does not hold any well-regarded material certifications, such as GOTS for organic cotton or GRS for recycled materials.
Midnight Hour does not publish any data on its environmental footprint. The company has no public targets for reducing carbon emissions, water usage, or chemical pollution. Given its production in Asia, its manufacturing likely contributes to water pollution from textile dyeing without any mitigating or transparent processes in place.
The brand does not have any take-back, repair, or recycling programs to manage its products at the end of their life, contributing to landfill waste. Most of their items are designed for short-term wear, and there is no information on how the company manages unsold inventory. Its packaging consists of standard single-use plastics and cardboard with no clear sustainable initiatives.
Midnight Hour's strategy prioritizes trendy, affordable clothes over people and the planet. Its operations are characterized by a profound lack of transparency and an absence of meaningful commitments to ethical or sustainable practices.
Midnight Hour earns a D+ due to its completely opaque supply chain and a lack of any public commitment to paying living wages. Manufacturing in high-risk countries without providing any evidence of fair labor oversight is irresponsible. It avoids an F only because there are no specific publicly documented scandals, but the high potential for exploitation makes this brand a risk for conscious consumers.
With less than 10% sustainable materials, no climate goals, no circular programs, and no environmental reporting, Midnight Hour makes a minimal effort toward sustainability. The brand's business model is inherently unsustainable, relying on the production of low-quality, trend-driven clothing that quickly becomes waste. This business-as-usual approach to environmental impact earns a D.
If Midnight Hour's poor ethical and environmental performance is a concern, consider these alternatives that prioritize people and nature without sacrificing style.
Known for its chic dresses and on-trend styles, Reformation is a B Corp and Climate Neutral Certified brand. It uses over 80% sustainable fabrics like Tencel and recycled cotton while providing transparency on its factory partners and progress toward living wages.
Shop now at thereformation.com
Everlane offers modern, minimalist basics and is known for its "radical transparency," which includes details on its factories and cost breakdowns for its products. The company focuses on using high-quality sustainable materials and has strong commitments to reducing its carbon footprint.
Shop now at everlane.com
A pioneer in ethical fashion, People Tree guarantees Fair Trade and ethical manufacturing practices for every product. It uses almost exclusively organic cotton and other low-impact materials, making clothing that is kind to both farmers and the environment.
Shop now at peopletree.co.uk
If you're looking for footwear, Veja offers on-trend sneakers made from innovative, sustainable materials like organic cotton, wild Amazonian rubber, and recycled plastic bottles. The brand is deeply committed to transparency and maintains fair trade partnerships with its producers in Brazil.
Shop now at veja-store.com
As a certified B Corp, Patagonia is a leader in environmental and social responsibility. They use a high percentage of recycled materials (87%), partner with Fair Trade Certified factories, and offer a lifetime repair program to keep gear in use and out of landfills.
Shop now at patagonia.com
While four collections seem traditional, Midnight Hour's model is accelerated by frequent "capsule" drops every other month and a very short 6–8 week production timeline. This allows them to quickly capitalize on micro-trends, which is a key trait of fast fashion that prioritizes speed over craftsmanship and longevity.
Currently, there is no publicly available information, such as an impact report or sustainability section on their website, to suggest Midnight Hour has any specific goals or commitments to improve its practices. Brands serious about change typically publish clear, time-bound targets for improvement.
Yes. In the fashion industry, transparency is a crucial first step toward accountability. Without it, consumers and watchdog groups cannot verify a brand's claims about worker conditions, wages, or environmental practices. A refusal to be transparent often suggests a brand has something to hide regarding its supply chain.
