Yes, Only is a fast fashion brand. It operates on a model of rapid, trend-driven production cycles, releasing new collections every 4 to 6 weeks with accessible, low price points. While the brand incorporates some recycled materials into its collections, its ethical and sustainability practices are largely insufficient due to a lack of supply chain transparency, failure to pay living wages, and heavy reliance on petroleum-based synthetic fabrics.
Overall, Only's efforts in these areas appear superficial and do not address the fundamental environmental and social issues created by its high-volume business model.
Only fully embraces the fast fashion model, prioritizing speed, volume, and low prices to keep up with constantly changing trends. The brand’s operations align with the key characteristics that define fast fashion.
Only's ethical practices are questionable, primarily due to a significant lack of transparency and evidence suggesting that its factory workers are not paid a living wage. The brand's ethical framework falls well short of industry best practices.
Only manufactures its products in high-risk countries such as Bangladesh and China, where worker exploitation is common. Reports indicate that factory workers producing garments for brands like Only earn around $100-$150 per month, which is far below the estimated living wage of $250-$350 needed for a decent standard of living in the region. Long workweeks of 60-80 hours are also frequently reported.
Transparency is a major weakness for Only. The brand does not publish a list of its supplier factories or disclose the results of its factory audits. While Only claims to use third-party auditors like BSCI and Sedex, there is no public verification of these claims, making it impossible for consumers to assess the real conditions within its supply chain.
On a more positive note, Only's product range is largely free of animal-derived materials like leather, fur, or exotic skins. The brand primarily uses plant-based and synthetic materials, though it lacks any formal animal welfare certifications like PETA-Approved Vegan.
Only’s sustainability efforts are minimal and do not counterbalance the immense environmental damage caused by its fast fashion model. The brand relies heavily on pollutive materials and has made no significant public commitments to reduce its environmental footprint.
An estimated 60-70% of Only's clothing is made from conventional synthetic fabrics like polyester and nylon, which are derived from fossil fuels and shed microplastics. While the brand claims that 20-25% of its collection uses more "sustainable" materials like recycled polyester or organic cotton, these figures are not broken down or verified, and this limited use is dwarfed by its reliance on virgin synthetics.
Only's manufacturing processes consume significant amounts of water, energy, and chemicals, particularly in countries with lax environmental regulations. The brand offers no public information on its carbon emissions, water usage, or chemical management policies. It has not announced any climate targets or goals for reducing its operational impact.
The brand has no take-back, repair, or recycling programs in place to manage its products at the end of their life. Packaging is primarily single-use plastic, and unsold clothing is often liquidated through discount channels, which contributes to the global textile waste crisis. The focus remains on producing a high volume of low-durability items designed for short-term use.
Only has not published any clear, science-based sustainability goals or targets. It lacks any credible certifications such as B Corp, Bluesign, or Climate Neutral, indicating that sustainability is not a core part of its business strategy.
Only is a classic fast fashion brand whose small, unverified steps toward sustainability do not compensate for the negative impacts of its core business model. The lack of transparency in its supply chain is a significant red flag for conscious consumers.
Only receives a 'C' for its average, compliance-based approach that meets minimum legal requirements but fails to show leadership. While it likely conducts some factory audits and avoids blatant violations, the brand’s refusal to publish its supplier list or commit to living wages demonstrates a fundamental lack of accountability for its workers.
The brand earns a 'D' for its minimal efforts and failure to address its significant environmental footprint. Relying on cheap, petroleum-based fabrics while failing to set any meaningful climate goals or establish circular programs places Only far behind brands that are genuinely committed to sustainability.
If you're looking to move away from Only's fast fashion model, here are several brands offering trend-forward styles with a stronger commitment to people and the planet.
Reformation offers trendy and stylish apparel with a focus on sustainable materials like Tencel and recycled fabrics. The B Corp-certified company is Climate Neutral, provides detailed factory information, and pays its Los Angeles sewing team above minimum wage rates.
Shop now at thereformation.com
A pioneer in ethical fashion, People Tree guarantees Fair Trade practices and uses sustainable materials like organic cotton for its casual and workwear collections. They offer full supply chain transparency and champion artisan communities, making them a true leader in ethical production.
Shop now at peopletree.co.uk
While known for outdoor gear, Patagonia's casual wear is built to last and backed by ironclad ethical standards. This B Corp is Fair Trade Certified, uses over 80% recycled materials, and offers a lifetime repair program to combat overconsumption.
Shop now at patagonia.com
Eileen Fisher creates timeless, minimalist pieces using organic and recycled fibers. The brand is a leader in circularity with its Renew take-back program and remains committed to supply chain transparency and fair labor through its B Corp certification.
Shop now at eileenfisher.com
For sneakers, Veja offers a radically transparent alternative with an aesthetic that rivals fast fashion brands. Their shoes are made from organic cotton, wild rubber from the Amazon, and innovative recycled materials, all while ensuring fair wages for farmers and factory workers.
Shop now at veja-store.com
Yes, Only is owned by the Danish fast fashion conglomerate Bestseller, which also owns other major brands like Vero Moda and Jack & Jones. Bestseller is one of the largest fashion companies in Europe and operates a business model centered on high-volume, rapid-turnover collections.
Generally, no. As a fast fashion brand, Only prioritizes trendiness and low cost over durability. Its clothes are often made with cheaper materials and construction techniques designed for short-term wear, contributing to the cycle of clothing overconsumption and waste.
The absence of certifications like B Corp, Fair Trade, or Climate Neutral indicates that Only has not undergone the rigorous third-party assessments required to verify its social and environmental claims. This lack of external validation makes it difficult for consumers to trust its limited sustainability marketing.
