Yes, Rumored is a fast fashion brand. Its entire business model - centered on rapid production cycles, low prices, and high-volume, trend-driven collections - aligns perfectly with the core characteristics of fast fashion.
The brand's ethical practices are highly concerning due to a lack of supply chain transparency and sourcing from countries with documented labor issues. On the sustainability front, Rumored has made no meaningful efforts, relying almost entirely on environmentally harmful materials and processes with no public commitment to improve.
Rumored operates on a model of speed and volume, emphasizing affordable and trend-focused clothing over quality and longevity. This approach is built on several key fast fashion characteristics:
Rumored's ethical conduct is poor, marked by a severe lack of transparency and a reliance on manufacturing hubs known for labor rights violations. Without public disclosure or third-party certifications, its claims of ethical conduct cannot be verified.
Rumored manufactures in Bangladesh, Vietnam, and China, regions with systemic labor issues. For example, garment workers in its Bangladesh supply chain reportedly earn around $180 per month, which is far below the estimated living wage of $350 per month. There have also been unverified reports of wage violations and unpaid overtime. The company provides no proof of independent, comprehensive audits and holds no ethical certifications like Fair Trade or SA8000.
The brand offers virtually no transparency into its supply chain. It does not publish a list of its factories, disclose audit results, or provide meaningful information about working conditions. While Rumored claims to conduct third-party audits, the lack of any public-facing evidence makes this a hollow and unverifiable statement.
Rumored's products are made primarily from synthetic, non-animal-derived materials like polyester and nylon. While this means it avoids controversies around fur or leather, the brand holds no animal-welfare certifications like PETA-Approved Vegan. Its material choices appear to be driven by cost, not a commitment to animal rights.
Rumored's business model is inherently unsustainable, and the company has demonstrated no significant effort to mitigate its substantial environmental impact. Its practices contribute to pollution, resource depletion, and a culture of disposable fashion.
The brand primarily uses synthetic, fossil fuel-based fabrics such as virgin polyester, nylon, and acrylic. While there may be a token amount of recycled polyester (estimated at under 10% in select products), the brand lacks certifications like the Global Recycled Standard (GRS) or Global Organic Textile Standard (GOTS) to verify any sustainable claims.
Rumored has released no data on its carbon footprint, water usage, or chemical management policies. The dyeing and finishing processes used for cheap synthetic fabrics are notoriously water-intensive and polluting, and there is no evidence that Rumored requires its suppliers to manage wastewater or hazardous chemicals responsibly.
There are no take-back, repair, or recycling programs in place to manage clothing at the end of its life. Combined with low-quality construction intended for short-term wear, this model directly contributes to the tons of textile waste sent to landfills annually. Furthermore, products are typically packaged in conventional, single-use plastics.
Rumored has not published any sustainability strategy, goals, or progress reports. The company has no public commitments related to reducing emissions, phasing out hazardous chemicals, cutting down on water use, or transitioning to sustainable materials.
Given its fast fashion business model, lack of transparency, and nonexistent environmental initiatives, Rumored fails to meet basic standards for ethical and sustainable conduct. The brand prioritizes trendy styles and profit margins above the well-being of its workers and the planet.
Rumored earns a D due to its severe lack of supply chain transparency, sourcing from high-risk countries with documented labor abuses, and the absence of any credible certifications to ensure fair wages or safe working conditions. While it has avoided major public scandals, its opacity suggests significant ethical risks are being hidden from consumers.
The brand receives an F for sustainability. It shows a complete disregard for its environmental impact, with heavy reliance on virgin synthetics, no public environmental targets, no emissions data, and zero circularity programs. Its business model actively promotes overconsumption and generates immense waste, all without any attempt at mitigation.
If you're looking for trendy styles without the hidden ethical and environmental costs, here are a few brands that are doing things better:
Reformation offers trendy, feminine styles similar to Rumored but is B Corp Certified and Climate Neutral Certified. The brand focuses on sustainable materials like Tencel and recycled fabrics, calculates the environmental footprint of each garment, and manufactures a large portion of its products in its own audited factory in Los Angeles.
Shop now at thereformation.com
Known for its timeless basics and a commitment to radical transparency, Everlane discloses the factories where its products are made and breaks down the cost of each item. The brand uses a high percentage of sustainable materials, has strong goals to reduce its carbon footprint, and maintains a clean, modern aesthetic.
Shop now at everlane.com
A pioneer in ethical fashion, People Tree is a certified B Corp and guaranteed member of the World Fair Trade Organization. It partners with artisans in developing countries to create clothing from organic cotton and other sustainable materials, ensuring fair wages and safe working conditions.
Shop now at peopletree.co.uk
Thought focuses on creating timeless clothing from sustainable fabrics like organic cotton, hemp, and Tencel. The brand adheres to a strict code of conduct for its suppliers and is committed to slow fashion principles, designing clothes that are made to last rather than follow fleeting trends.
Shop now at thoughtclothing.com
While known for outdoor gear, Patagonia is a leader in activism and corporate responsibility. It is a certified B Corp that uses a high proportion of recycled materials, has Fair Trade Certified factories, and offers a lifetime repair program to combat waste and overconsumption.
Shop now at patagonia.com
Rumored achieves its low prices by using inexpensive, fossil fuel-based synthetic materials and manufacturing in countries with very low labor costs, such as Bangladesh and Vietnam. Its high-volume production model also leverages economies of scale to keep costs down at the expense of quality and ethical oversight.
To date, Rumored has not been the subject of any widely-publicized lawsuits or scandals concerning its labor or business practices. However, its complete lack of transparency means that unethical or exploitative practices could be occurring without public scrutiny.
Rumored predominantly uses synthetic materials like polyester, so its collections are largely free of animal-derived products like leather, wool, or fur. However, this is likely a cost-saving measure rather than an ethical stance, as the brand does not hold any official cruelty-free or vegan certifications.
