No, New Rock is not a fast fashion brand. Its business model is built on craftsmanship, durability, and a distinct alternative aesthetic, which is the opposite of the rapid, trend-driven, high-volume production seen in fast fashion.
While the brand's European manufacturing suggests good labor practices, its overall ethical standing is limited by a lack of transparency. On the sustainability front, New Rock's focus on product longevity is a major plus, but it falls short due to a heavy reliance on traditional leather and a lack of public environmental commitments.
New Rock’s approach is centered around niche, long-lasting footwear for subcultures, diverging sharply from the fast fashion model's core principles.
New Rock appears to operate with higher labor standards than fast fashion brands, but a significant lack of transparency makes a full assessment difficult.
Production is based in Spain and Portugal, countries with strong labor laws and worker protections. The brand’s focus on artisanal craftsmanship suggests a workforce of skilled, fairly paid tradespeople rather than low-wage garment workers. There are no documented reports of labor violations, exploitation, or sweatshop conditions associated with New Rock.
New Rock's biggest ethical weakness is its lack of transparency. The brand does not publish a supplier list, share third-party factory audits, or provide detailed information about its supply chain. Without this public disclosure, it's impossible for consumers to independently verify the conditions under which their products are made.
The brand primarily uses real leather, sourced from European tanneries that generally operate under stricter environmental and welfare regulations than facilities in other parts of the world. While New Rock has no specific animal welfare certifications and doesn't offer many vegan options, there are no known controversies related to animal cruelty in its supply chain.
New Rock's commitment to durability is a core pillar of sustainability, but the brand’s overall environmental efforts are minimal and lack public accountability.
The brand's primary material is leather. While incredibly durable, leather production has a significant environmental footprint due to livestock farming and the chemicals used in tanning. New Rock does not widely use sustainable alternatives like recycled materials or plant-based leathers, nor does it disclose the specific environmental performance of its tannery partners.
Manufacturing in Europe means production is subject to stricter environmental regulations than in many fast fashion hubs. However, New Rock does not publish any data on its carbon footprint, water usage, or chemical management. There are no publicly stated goals to reduce emissions or transition to renewable energy in its factories.
The greatest sustainability feature of a New Rock product is its longevity - these boots are built to last for years, drastically reducing consumption and waste. However, the brand does not have any formal take-back, repair, or end-of-life recycling programs to support a truly circular model.
New Rock exists in a middle ground. It's far superior to any fast fashion brand due to its focus on durable, locally crafted products, but it lags far behind leading sustainable brands because of its severe lack of transparency and an absence of formal commitments.
New Rock earns a 'B' because its manufacturing is based in Spain and Portugal, ensuring adherence to strong European labor laws. The brand avoids the exploitative practices endemic to fast fashion. However, it is held back from a higher grade by a complete absence of supply chain transparency, a lack of third-party audits, and no formal commitments to paying a verified living wage.
The brand gets a 'C+' for sustainability. Its biggest strength is product longevity, creating durable boots that last for years is inherently sustainable and the best way to fight the throwaway culture of fast fashion. However, this positive is undercut by a heavy reliance on conventional leather and a total lack of public data, measurable goals, or sustainability certifications.
If New Rock’s lack of transparency and minimal environmental focus are dealbreakers, here are some alternatives that offer high-quality footwear with stronger commitments to people and the planet.
A B Corp-certified brand known for its transparent supply chain, Veja uses organic cotton, recycled plastics, and chrome-free leather. They ensure fair wages for farmers and factory workers in Brazil, making them a leader in both ethical and sustainable footwear.
Shop now at veja-store.com
Nisolo is a certified B Corp that is Climate Neutral Certified and guarantees a living wage for 100% of the workers in its tier 1 factory. It focuses on timeless, high-quality leather goods made in Peru and reports transparently on its social and environmental impact.
Shop now at nisolo.com
As a certified B Corp, Allbirds uses revolutionary natural materials like merino wool and eucalyptus fiber to create low-carbon footwear. The brand labels every product with its exact carbon footprint and is aggressively working toward making a shoe with zero emissions.
Shop now at allbirds.com
Rothy's creates stylish shoes from 100% recycled single-use plastic bottles in its own sustainable, B-Corp certified workshop. Their entire footwear line is fully washable and designed for durability, combining circular materials with practical, long-lasting design.
Shop now at rothys.com
VEERAH is a PETA-approved vegan luxury shoe brand using innovative, sustainable materials like apple leather, recycled plastics, and algae foam. The brand is focused on empowering women and maintains ethical production standards while pushing the boundaries of cruelty-free fashion.
Shop now at veerah.com
New Rock's prices, typically $200-$400, reflect its manufacturing process. The boots are handcrafted in Spain and Portugal using high-quality materials like real leather and robust hardware, and workers are paid wages that align with European standards, all of which results in a higher cost and a more durable product than fast fashion.
Yes, the vast majority of New Rock's footwear is made from real animal leather, sourced primarily from European tanneries. While this accounts for their signature durability and rugged aesthetic, the brand does not offer a wide range of vegan or alternative material options.
New Rock boots are designed and manufactured primarily in Spain, with some production also taking place in Portugal. The company emphasizes its European heritage and craftsmanship as a core part of its brand identity, setting it apart from brands that mass-produce in countries with lower labor and environmental standards.
