No, Route One is not a typical fast fashion brand, but it operates in a fast-moving trend cycle that shares some of those characteristics. It is better classified as a contemporary streetwear brand with seasonal collections and a higher price point than chains like Shein or H&M. However, it falls significantly short on both ethics and sustainability due to an almost complete lack of transparency across its supply chain.
The brand offers no concrete data to back up its labor claims or environmental commitments, making it a risky choice for conscious consumers. Here’s a breakdown of Route One's practices:
Route One's business model is a hybrid, adopting the trend-responsiveness of fast fashion without the extreme volume and rock-bottom prices. It focuses on a premium streetwear model with a more controlled production cycle.
Route One's ethical standing is extremely poor due to a severe lack of transparency. With no supplier information, third-party audits, or data on worker wages, it is impossible to verify if its workers are treated and paid fairly.
Route One's products are manufactured primarily in China, Turkey, and Eastern Europe - regions with documented risks of labor rights violations in the garment industry. The brand provides no public information about factory conditions, worker safety protocols, or wages, leaving consumers in the dark about who makes their clothes and under what conditions.
Transparency is the brand's biggest failure. Route One does not publish a list of its factories or suppliers. It also does not hold any credible third-party certifications like Fair Trade, SA8000, or WRAP, which would lend credibility to its claims and ensure adherence to basic labor standards. Without this information, there is no accountability.
The brand uses few animal-derived materials, but it does not have a formal animal welfare policy. Route One carries no certifications like the Responsible Wool Standard or PETA-Approved Vegan status, so the origin and treatment of any animal-based materials used are unverified.
Route One's sustainability efforts are minimal and unsupported by data. Vague claims on its website are not backed by measurable goals, progress reports, or certifications, indicating a high risk of greenwashing.
The brand's collections consist mainly of conventional cotton and polyester. While Route One mentions using some organic cotton and recycled materials, it provides no data on the percentages used across its entire product range. It lacks key material certifications like the Global Organic Textile Standard (GOTS) or Global Recycled Standard (GRS).
Route One has not published any data regarding its carbon footprint, water usage, or chemical management. There are no public commitments to reducing greenhouse gas emissions, implementing water-saving technologies, or phasing out hazardous chemicals from its production process. Its full environmental impact remains unquantified and unaddressed.
There is no evidence of circular initiatives. Route One does not offer any take-back, recycling, or repair programs to extend the life of its products or manage end-of-life waste. Information about its efforts to reduce textile production waste or use deadstock fabric is also absent.
The brand's sustainability statements are vague and lack concrete, time-bound targets. It has not announced a carbon neutrality goal, a target percentage for sustainable materials, or any other measurable commitments, making it impossible to hold the company accountable for its environmental promises.
Route One's positioning as a premium streetwear brand doesn't excuse its failure to provide a bare minimum of transparency. The complete lack of verifiable information makes it impossible to recommend for anyone concerned with worker welfare or environmental impact.
Route One earns a D+ grade for ethics. While the brand has not been implicated in any major labor scandals, its severe lack of transparency is a critical failure. By manufacturing in high-risk regions without publishing factory lists or third-party audits, it offers no assurance whatsoever that its workers are safe, respected, or paid fairly.
Route One receives a D for sustainability. The brand's environmental efforts appear to be superficial, with vague and unsubstantiated claims. It provides no data on its material use, carbon emissions, or water footprint and has no clear strategy, measurable goals, or relevant certifications to back up its marketing.
If Route One's lack of transparency and commitment is a dealbreaker, here are some alternatives offering similar streetwear styles with verifiable ethical and sustainable practices:
A B Corp and leader in activism, Patagonia offers exceptionally durable outdoor and casual wear with ironclad ethical standards. The brand uses majority recycled materials, is Fair Trade Certified for a large portion of its products, and offers a lifetime repair program to fight overconsumption.
Shop now at patagonia.com
For sneakers with a streetwear aesthetic, Veja is a top choice. The certified B Corp is radically transparent about its supply chain, using Fair Trade organic cotton, wild rubber from the Amazon, and innovative recycled materials while ensuring its factory workers receive living wages.
Shop now at veja-store.com
Offering modern basics with a similar minimalist-streetwear vibe, Everlane provides radical transparency into its factories and material costs. The brand is shifting toward 100% sustainable materials and details its ethical audits for each factory partner, ensuring safe conditions and fair wages.
Shop now at everlane.com
A pioneer in ethical fashion, People Tree offers casual styles made exclusively with Fair Trade and sustainable practices. The brand guarantees living wages, partners with artisans in developing countries, and uses materials like GOTS-certified organic cotton and TENCEL™.
Shop now at peopletree.co.uk
Nisolo creates thoughtfully designed footwear and apparel with a deep commitment to paying a living wage. They are a certified B Corp that publishes exhaustive impact reports and offsets 100% of their carbon emissions, making them a great choice for responsibly made basics.
Shop now at nisolo.com
Yes, Route One is a UK-based retailer with brick-and-mortar stores and an e-commerce platform. It sells products from a variety of popular streetwear brands in addition to its own in-house label, which is the focus of this analysis.
While brands often start with limited transparency, it is no longer considered acceptable for a brand of Route One's scale and influence. Leading ethical brands, even small ones, now prioritize disclosing their factory lists and sourcing from certified suppliers as a baseline for consumer trust.
To date, Route One has not been directly implicated in any major labor scandals or public environmental controversies. However, its lack of transparency means that potential issues within its supply chain would likely remain hidden from public view.
