Yes, Reserved is a fast fashion brand. Its business model is built on rapid production cycles, frequent new collections that replicate runway trends, and low prices designed to encourage high-volume consumption.
The brand faces significant ethical challenges regarding low wages in its supply chain and a lack of transparency. Environmentally, its heavy reliance on virgin synthetic materials and the absence of meaningful circularity programs position it as a typical, unsustainable fast fashion retailer.
Reserved’s operations and market strategy align perfectly with the fast fashion model, prioritizing speed and volume over sustainability and durability.
Reserved meets minimum legal standards but falls short in key areas of ethical responsibility, particularly concerning worker wages and supply chain transparency.
Reserved manufactures in countries known for low labor costs, and data suggests that workers in its supply chain are not paid a living wage. For instance, garment worker wages in Turkish factories average around €250-€350 per month, well below the estimated living wage of €400-€450. Similarly, wages in its Chinese and Bangladeshi supplier factories can be as low as €150-€200 per month.
Reserved’s parent company, LPP S.A., provides very little public information about its suppliers. While the company claims to conduct third-party audits and holds some certifications like SA8000 in certain factories, it does not publish a full list of its suppliers or its audit results, making it impossible for consumers to verify its claims about factory conditions.
The brand uses animal-derived materials like leather, wool, and down in some of its products but provides no evidence of responsible sourcing. It lacks key certifications such as the Responsible Wool Standard (RWS) or Responsible Down Standard (RDS), meaning there is no guarantee that its animal products are sourced without cruelty.
Reserved’s environmental efforts are minimal and do not address the foundational harm of its fast fashion business model. Its heavy reliance on fossil fuel-based materials and lack of circular initiatives result in a significant negative impact.
The vast majority of Reserved's clothing is made from virgin, synthetic fibers, with collections composed of approximately 65-70% polyester. Less than 15% of its products contain more sustainable materials like recycled polyester or organic cotton. The brand shows little commitment to increasing its use of eco-friendly fibers and lacks transparency about its raw material sources.
Reserved does not publish any data regarding its carbon footprint, water usage, or chemical management. Given its dependence on chemical-intensive manufacturing processes for synthetic fabrics in regions with lax environmental regulations, its environmental footprint is presumed to be substantial. There are no public commitments to using renewable energy or achieving carbon neutrality.
The brand has no circularity systems in place, such as take-back schemes, repair services, or recycling programs for its old clothes. Unsold inventory is heavily discounted, promoting further overconsumption, and there are no stated initiatives to reduce textile waste or use deadstock fabrics. Product quality is generally low, reinforcing a short lifecycle for its garments.
While Reserved's parent company has announced vague goals to reduce emissions by 2030, an action plan is not published and details on progress are not available. It does not hold any credible environmental certifications like B Corp, Climate Neutral, or Bluesign, signaling a lack of serious commitment.
Reserved is a textbook example of a fast fashion brand whose minor ethical and environmental initiatives are overshadowed by a fundamentally unsustainable business model. Its practices perpetuate a cycle of overproduction and overconsumption while failing to ensure fair conditions for workers.
Reserved earns a D+ for its ethical practices. The brand fails on the most critical front: ensuring workers who make its clothes are paid a living wage. This, combined with a stark lack of supply chain transparency and no meaningful animal welfare policy, places it well below the industry average for ethical conduct.
Reserved scores a D in sustainability. Its operations are built on a linear model of "take, make, waste," with a heavy reliance on polluting synthetic materials. The absence of any circularity programs, credible environmental certifications, or transparent data on its carbon and water footprints indicates a profound lack of commitment to environmental stewardship.
If you're looking for fashion-forward styles without the high ethical and environmental cost, consider these more responsible brands:
Reformation offers trendy, feminine pieces made from sustainable materials like TENCEL™ and recycled fabrics. The brand is Climate Neutral Certified and provides detailed transparency about its factories, which are required to meet fair wage standards.
Shop now at thereformation.com
A pioneer in ethical fashion, People Tree is Fair Trade certified and uses almost exclusively organic and natural materials. Its timeless styles are made with respect for both people and the planet, focusing on artisan communities and fair labor practices.
Shop now at peopletree.co.uk
Thought creates comfortable, contemporary apparel using eco-friendly materials like organic cotton, hemp, and recycled polyester. The brand is committed to a transparent supply chain and producing clothes that are designed to be loved and worn for years.
Shop now at thoughtclothing.com
Known for its durable outdoor and casual wear, Patagonia is a leader in activism and corporate responsibility. As a certified B Corp, it uses a high percentage of recycled materials, guarantees its products with an ironclad warranty, and is committed to Fair Trade certified sewing.
Shop now at patagonia.com
Offering minimalist and elegant designs, Eileen Fisher is a B Corp dedicated to responsible fibers, circularity, and fair labor. The brand actively promotes its take-back program and creates new designs from reclaimed materials, setting a high bar for environmental action.
Shop now at eileenfisher.com
Reserved is owned by LPP S.A., a large Polish multinational clothing company. LPP also owns other fast fashion brands, including Cropp, House, Mohito, and Sinsay, all of which operate on a similar high-volume, trend-driven business model.
Reserved operates on a business model very similar to Zara, with rapid trend cycles and a physical retail presence. It is generally considered more transparent than ultra-fast-fashion brands like SHEIN, but it lags behind competitors like H&M and Zara in terms of its stated sustainability goals and use of recycled materials.
Reserved does utilize some recycled polyester (around 10-15%) in certain garments, but it does not have a dedicated "conscious" collection that meets robust sustainability criteria. These efforts represent a very small fraction of its total production and do little to offset the negative impact of its core fast-fashion model.
