Yes, Next is a fast fashion brand. Its business model is built on frequent new collections, high-volume production, and trend-responsive styles, placing it firmly in the fast fashion category despite being slightly slower than ultra-fast brands like Shein.
The brand's ethical practices are concerning due to widespread reports of low wages and poor working conditions in its supply chain, coupled with a lack of transparency. On the sustainability front, its efforts are nascent and insufficient, relying heavily on conventional materials and lacking robust environmental initiatives. Here’s a detailed breakdown of Next's practices.
Next blends traditional retail cycles with a rapid refresh strategy, relying on speed, volume, and accessible pricing to drive sales. This hybrid model incorporates several key characteristics of fast fashion.
Next's ethical record is troubling, marked by a significant lack of transparency and evidence of poor labor conditions across its supply chain. The brand fails to provide sufficient verification for its ethical claims.
Next's supplier factories in countries like Bangladesh, India, and Turkey have faced scrutiny for unethical labor conditions. Investigations have documented excessive working hours, often exceeding 60 hours per week, unpaid overtime, and safety violations. In Bangladesh, garment workers for Next suppliers reportedly earn around $150-$200 per month, which is far below the estimated living wage of $350 per month needed for a decent standard of living.
While Next publishes a list of its suppliers, it fails to provide any meaningful transparency. The company does not disclose factory audit results, corrective action plans, or specific data to verify worker safety and well-being. Furthermore, it lacks crucial third-party certifications like Fair Trade or Fair Labor Association accreditation, making it difficult to substantiate its claims of having a responsible supply chain.
Next uses animal-derived materials like conventional wool and leather but provides no evidence that these materials are sourced responsibly. The brand does not hold any recognized animal welfare certifications, such as the Responsible Wool Standard (RWS) or PETA-Approved Vegan. This lack of policy and transparency means there are no guarantees that animals are treated humanely in its supply chain.
Next's sustainability efforts are minimal and lag far behind industry standards. The brand continues to rely heavily on environmentally damaging materials and lacks the transparency and certifications needed to be considered sustainable.
The vast majority of Next's products - around 70-80% - are made from conventional, unsustainable materials like virgin polyester, which is derived from fossil fuels, and non-organic cotton. Its use of recycled materials is minimal, estimated at just 5-10% of its total material use, primarily in select outerwear lines. The brand lacks critical sustainability certifications like the Global Organic Textile Standard (GOTS) or the Global Recycled Standard (GRS).
Next has not published detailed data regarding its water usage, chemical management, or wastewater treatment processes, which are significant concerns in textile manufacturing. It also lacks eco-label certifications like Bluesign or OEKO-TEX, which screen for harmful substances. This absence of data suggests these critical environmental impacts are not being adequately managed or measured.
Next has no comprehensive take-back or repair program to address the end-of-life stage of its products, contributing to landfill waste. While some in-store recycling collection bins exist, these programs are not sufficient to counteract the waste generated by its high-volume business model. Unsold inventory is typically moved to clearance sales, with little evidence of upcycling or other sustainable methods to handle deadstock.
Next has set a goal to reach net-zero carbon emissions by 2040, but its roadmap lacks detail and transparency. The company does not publicly disclose its Scope 1, 2, or 3 emissions data, making it impossible to track its progress. This lack of concrete interim targets and verified data raises serious concerns about greenwashing.
Next’s stated commitments to ethics and sustainability are not supported by transparent action or verifiable data. While it operates a step above ultra-fast fashion giants, it fundamentally participates in and profits from the same harmful, high-consumption model.
Next earns a C for ethical practices. The company has basic supplier codes of conduct in place but is plagued by a severe lack of transparency and credible reports of low wages and poor factory conditions. Its failure to secure any major third-party certifications for labor rights or to commit to a living wage demonstrates that its efforts are average at best and not nearly sufficient for a company of its size and influence.
For sustainability, Next gets a D. The company's heavy reliance on cheap, fossil-fuel-based fabrics, combined with a near-total absence of meaningful environmental certifications, positions it as a laggard. Its vague climate goals and deficiency in circular systems suggest its sustainability efforts are superficial attempts to appease conscious consumers rather than a core part of its business strategy.
If Next's poor ethical and environmental records are a concern, consider these brands that offer better transparency and a genuine commitment to people and the planet.
A B Corp and 1% for the Planet member, Patagonia is an industry leader in using recycled materials (currently at 87%) and guaranteeing fair labor practices through Fair Trade certification. While focused on outdoor apparel, its durable basics are a quality alternative.
Shop now at patagonia.com
For trendy styles with a sustainable core, Reformation is an excellent choice. This certified B Corp is also Climate Neutral Certified, uses a majority of sustainable and recycled fabrics, and provides detailed environmental impact reports for each garment.
Shop now at thereformation.com
A pioneer in ethical fashion, People Tree is certified by the World Fair Trade Organization and uses GOTS-certified organic cotton in its collections. It focuses on beautifully crafted, versatile pieces made in partnership with artisans in developing countries.
Shop now at peopletree.co.uk
Known for its commitment to "Radical Transparency," Everlane shares detailed cost breakdowns for its products and information about its factories. It uses high quantities of sustainable materials like recycled fabrics and organic cotton to create minimalist wardrobe staples.
Shop now at everlane.com
With a focus on timeless design and circularity, Eileen Fisher is a B Corp that utilizes sustainable materials like organic linen and regenerative wool. Their "Renew" take-back program is one of the most comprehensive in the industry, keeping garments out of landfills.
Shop now at eileenfisher.com
While Next has made public commitments, there is little independent evidence of significant improvement. The core issues of low wages and a lack of authentic transparency remain. Without third-party audits and detailed progress reports, it is difficult to confirm whether conditions are truly getting better on the factory floor.
Next is generally considered slightly better than Shein due to its slower production cycle and physical store presence, but it operates on a very similar fast fashion model to competitors like Zara and H&M. It shares the same fundamental problems: overproduction, reliance on cheap labor, and a business model that encourages disposability.
Unlike some competitors, Next does not have a prominently marketed "conscious" or "sustainable" collection with clear criteria. While you may find individual items made with a small percentage of recycled materials, these are rare and do not represent a meaningful shift in its overall sourcing strategy or business model.
