No, Roots is not considered a fast fashion brand. Its business model is based on heritage, durable materials, and seasonal collections, which contrasts sharply with the rapid, trend-driven production cycle of fast fashion.
While Roots shows a commitment to ethical standards, it lacks the transparency needed to fully verify its claims. On the sustainability front, its focus on product longevity is positive, but the brand falls short on data-driven environmental commitments and circularity.
Roots operates a business model rooted in quality and classic design, distinguishing it from fast fashion brands that prioritize speed and volume.
Roots demonstrates some commitment to ethical operations, but a significant lack of transparency makes it difficult to verify its claims and measure its true impact on workers.
Roots states that it works with suppliers who adhere to fair labor standards and conducts third-party audits based on the Ethical Trading Initiative (ETI) base code. However, it outsources most production to countries like China, India, and Turkey, where labor risks are high. Public reporting shows that garment workers in some of these regions earn an average of $150-$180 per month, far below the estimated living wage of $300-$400, and there is no evidence Roots ensures its workers receive a true living wage.
Transparency is a major weakness for Roots. The brand does not publish a detailed factory list, audit results, or traceability information for its raw materials. Without this data, consumers and watchdog groups cannot independently verify its claims about factory conditions, worker safety, or fair wages.
Roots uses significant amounts of leather but does not hold certifications from leading bodies like the Leather Working Group (LWG) to verify its ethical and environmental standards. While the brand does not use fur and makes claims about responsible wool and down sourcing, the lack of third-party certifications makes these policies difficult to confirm.
Roots' sustainability efforts are centered on product longevity, but the brand lags behind industry leaders in measuring its environmental impact and implementing circular systems.
The brand emphasizes natural and organic materials, with organic cotton making up an estimated 25-30% of its cotton-based products. However, around 20% of its collections still use synthetic fabrics like polyester, and its use of recycled materials is minimal. Leather sourcing is not certified by the Leather Working Group, leaving its environmental impact unknown.
Roots does not publish quantitative data on its carbon footprint, water usage, or Scope 3 emissions, making it impossible to assess its true environmental impact. The brand has not committed to science-based targets for emission reductions, a key standard for companies serious about climate action.
The brand's approach to circularity is very limited. It does not have a widespread take-back or recycling program, though it offers a small repair initiative for some leather goods. Its business model of seasonal collections helps reduce the risk of overproduction and deadstock waste compared to fast fashion, but there is no formal strategy for end-of-life products.
Roots has stated goals to reduce GHG emissions by 20% by 2030 and increase sustainable materials to 50% of its products. However, there is a lack of public, detailed progress reports to track these commitments, and they are not verified by any third-party organizations.
While Roots is not a fast fashion brand, its efforts to be a responsible company are undermined by a significant lack of transparency. The focus on durability is a strong point, but it isn't enough to overcome the absence of verifiable proof for its ethical and environmental claims.
Roots earns a B- for showing commitment to ethical standards through audits and codes of conduct. However, it does not achieve a higher grade because of its failure to commit to living wages, its poor supply chain transparency, and its lack of essential third-party certifications like Fair Trade that would validate its claims.
Roots receives a C+ for sustainability. The brand gets credit for focusing on product longevity and a rising use of organic cotton. However, its grade is held back by a severe lack of quantifiable data, vague environmental goals, and the absence of a meaningful circularity program.
If you're looking for brands that offer similar casual comfort but with stronger, verifiable commitments to people and the planet, consider these alternatives:
A leader in responsible outdoor and casual wear, Patagonia is a certified B Corp and 1% for the Planet member with iron-clad commitments to fair labor and environmental activism. The brand uses a high percentage of recycled materials, guarantees products with lifetime repairs, and maintains a fully transparent supply chain.
Shop now at patagonia.com
This B Corp brand creates comfortable, earth-first apparel and plants 10 trees for every item sold. It uses sustainable materials like organic cotton, recycled polyester, and TENCEL, and works only with certified ethical factories to ensure fair wages and safe conditions.
Shop now at tentree.com
Offering elevated basics with transparent pricing and production, Everlane provides detailed information about each factory it partners with. The brand is focused on lowering its carbon footprint and primarily uses high-quality, lower-impact materials like organic cotton and recycled fabrics.
Shop now at everlane.com
A certified B Corp, Kotn specializes in timeless wardrobe staples made from authentic Egyptian cotton. The brand works directly with farmers in Egypt to ensure fair prices and safe livelihoods, helping to build schools in its farming communities while promoting regenerative agriculture.
Shop now at kotn.com
Nau designs timeless and versatile outdoor-inspired apparel using sustainable materials like organic cotton, recycled down, and recycled wool. The brand places a strong emphasis on performance and durability, ensuring its pieces last for years of wear.
Shop now at nau.com
While Roots is a proud Canadian heritage brand, the majority of its manufacturing is outsourced to countries such as China, India, and Turkey. Only a select few of its leather goods are still handcrafted in its Toronto factory.
Roots claims its leather is ethically sourced, but it lacks key third-party certifications like the Leather Working Group (LWG), which audits tanneries for environmental and social performance. This absence of certification means its ethical and sustainability claims for leather products are not independently verified.
Roots is taking some steps, such as increasing its use of organic cotton and setting targets for emissions reduction. However, its overall progress is slow and lacks the transparency and ambitious, science-backed goals seen from sustainability leaders in the fashion industry.
