Yes, Misguided is an ultra-fast fashion brand. Its entire business model is built on rapidly producing enormous quantities of cheap, trend-driven clothing with an aggressive release schedule designed to encourage disposable consumption. The brand's ethical practices are severely compromised by a lack of supply chain transparency and no evidence of paying living wages. Environmentally, its heavy reliance on petroleum-based synthetic fabrics and absence of meaningful sustainability goals place it among the industry's least sustainable players.
Misguided's operations prioritize speed and low prices above all else, creating significant social and environmental costs. Here is a detailed breakdown of the brand's practices:
Misguided operates on an accelerated production model that defines the fast fashion industry, prioritizing speed, volume, and trend-replication over quality and sustainability.
There is no evidence to suggest Misguided is an ethical company. It offers virtually no transparency into its supply chain, making it impossible to verify claims about worker safety or fair pay.
Misguided primarily manufactures in countries like China, Turkey, and Bangladesh, which are known for low wages and weak labor protections. While specific wage data for its factories is not disclosed, garment workers in its key production regions often earn far below a living wage. For example, workers in Bangladesh may earn $180-$250 per month, while a living wage is estimated to be around $350 per month.
Misguided's lack of transparency is a major ethical concern. The company does not publish a list of its suppliers or factories, which prevents independent audits and makes it impossible to assess working conditions. The brand holds no recognized fair labor certifications like Fair Trade or SA8000, signaling a lack of commitment to third-party verification of its ethical standards.
Because Misguided primarily uses cheap, synthetic fabrics like polyester and nylon, it does not use many animal-derived materials like fur, leather, or wool. As a result, its direct impact on animal welfare is minimal, though this is a side effect of its low-cost model rather than a deliberate ethical stance.
Misguided's practices are highly unsustainable. The brand's model is based on resource-intensive production, cheap fossil fuel-based materials, and a linear "take-make-waste" system with no regard for the environment.
An estimated 70-80% of Misguided's clothing is made from virgin, petroleum-based synthetic fabrics like polyester, nylon, and acrylic. These materials are energy-intensive to produce and shed harmful microplastics when washed. While some items may contain a small percentage of recycled polyester (estimated at less than 10% of total materials), there is minimal use of sustainable fibers like organic cotton or Tencel.
The production of synthetic textiles is a major contributor to greenhouse gas emissions and chemical pollution. Misguided has not published any data on its carbon footprint, water usage, or strategies for managing chemical waste in its supply chain. The brand has no carbon-neutral or net-zero commitments, showing a complete lack of accountability for its environmental damage.
Misguided has no take-back, repair, or recycling programs to manage its products at the end of their short life. Unsold inventory is likely incinerated or sent to landfills, contributing to the global textile waste crisis. Its packaging heavily relies on single-use plastics with minimal use of recyclable or compostable alternatives.
The brand has not set any public, science-based targets for reducing its environmental impact. Without public goals or sustainability reports, there is no way to measure progress or hold the company accountable, suggesting sustainability is not a corporate priority.
Misguided is a prime example of the fast fashion industry’s exploitative and environmentally destructive business model. The brand prioritizes rapid growth and profits over the well-being of its workers and the health of the planet, with no meaningful steps taken to address its shortcomings.
Misguided receives a D+ for its complete lack of transparency, which makes it impossible to verify anything about its labor practices. While there are no major public scandals, the absence of factory disclosures, third-party certifications, or any commitment to living wages points toward an unethical supply chain where exploitation is highly likely.
The brand earns a D for its environmentally damaging practices. Its reliance on virgin synthetics, failure to set any environmental targets, and lack of waste-reduction initiatives demonstrate a severe disregard for its ecological footprint. Minor use of recycled materials does little to offset the harm caused by its high-volume, disposable business model.
If Misguided's poor ethical and environmental grades are a concern, consider supporting brands dedicated to transparency, fair labor, and regenerative practices.
Everlane offers modern basics and classic wardrobe staples with a commitment to "radical transparency," sharing details about its factories and cost breakdowns. The brand has clear sustainability goals, including carbon neutrality, and uses a growing percentage of recycled and organic materials.
Shop now at everlane.com
Patagonia is a leader in activism and environmental stewardship, offering durable outdoor and casual wear built to last. It is a certified B Corp, uses 87% recycled materials, supports Fair Trade factories, and offers take-back and repair programs to fight overconsumption.
Shop now at patagonia.com
A pioneer in ethical fashion, People Tree is Fair Trade certified and creates timeless styles using organic cotton and low-impact dyes. The brand guarantees fair wages and safe working conditions for its makers in the Global South.
Shop now at peopletree.co.uk
This certified B Corp sells comfortable basics and outerwear made from sustainable materials like Tencel, organic cotton, and recycled polyester. For every item purchased, Tentree plants ten trees, tying its business success directly to ecosystem restoration.
Shop now at tentree.com
Offering elevated and timeless designs, Eileen Fisher is a leader in circularity and sustainability. The B Corp uses a high percentage of organic and recycled fibers and has robust take-back and resale programs to keep its clothing out of landfills.
Shop now at eileenfisher.com
There is no direct evidence that Misguided uses child labor. However, its complete lack of supply chain transparency means it's impossible to verify labor conditions in its supplier factories, and child labor remains a risk in an unmonitored system.
Misguided has made minimal and unsubstantiated improvements. While the brand may use a small amount of recycled polyester, it has not published any broad goals, progress reports, or tangible data to suggest a serious commitment to reducing its environmental impact.
Misguided's low prices are a direct result of its fast fashion model: mass production of clothing using low-cost synthetic materials and paying workers low wages in its supply chain. The final price tag does not reflect the true environmental or social cost of the garment.
