No, Seamolly is not a fast fashion brand. Its focus on eco-friendly materials, limited seasonal collections, and higher quality standards sets it apart from high-volume retailers like SHEIN or Zara. While the brand shows a solid commitment to ethical practices through factory audits and transparency, there are gaps between its workers' wages and a certified living wage. It also has strong sustainability credentials with significant use of eco-friendly fabrics and clear goals for reducing its environmental impact.
Overall, Seamolly is a much better choice than traditional fast fashion, but there is still room for improvement. Here's what you need to know about Seamolly's practices:
Seamolly operates on a slower, more intentional production model that prioritizes sustainability and durability over rapid, trend-driven turnover. While it has some moderately quick development cycles, its core philosophy is a departure from the fast fashion playbook.
Seamolly demonstrates a commendable and transparent commitment to ethical practices, setting a standard far above most of the fast fashion industry.
Seamolly manufactures its products primarily in Vietnam and Portugal, working with suppliers verified to meet international labor standards. While workers earn wages that meet or exceed the local minimum requirements, there is a gap compared to a living wage. For example, workers in its Vietnamese factories earn around $200-$250 per month, while a living wage for the region is estimated to be closer to $350.
The brand is notably transparent, publishing a list of its key suppliers and conducting annual third-party audits through organizations like the Fair Wear Foundation and SA8000. It also holds certifications for specific fabrics, including Fair Trade and the Global Organic Textile Standard (GOTS), which enforce strict social criteria. As a certified B Corp, Seamolly is held to high standards of social accountability and transparency.
Seamolly is a fully vegan and cruelty-free brand. It does not use any animal-derived materials like leather, fur, or wool in its collections and holds PETA-approved vegan certifications for its products.
Sustainability is a core pillar of Seamolly’s brand identity, and its practices are robust and well-documented, though it has not yet achieved every one of its ambitious goals.
Approximately 70% of Seamolly's fabrics are sustainable. This includes GOTS-certified organic cotton, Tencel, hemp, and recycled polyester certified by the Global Recycled Standard (GRS). These materials significantly reduce the use of water, pesticides, and virgin resources compared to conventional fabrics.
Seamolly utilizes low-impact dyes and water-recycling technologies in its manufacturing, resulting in 20-30% lower water usage than conventional methods. Some of its European factories run on renewable energy, and the company has a goal to reduce its primary emissions by 30% by 2025. It is not yet carbon neutral but invests in carbon offset programs.
The brand runs a take-back program allowing customers to return old garments for textile recycling. In its operations, Seamolly minimizes waste with eco-friendly packaging - 85% of which is recyclable or compostable - and by using deadstock fabric for small accessories.
Seamolly's 2023 Sustainability Report outlines clear targets, including increasing sustainable material use to 80% by 2025 and achieving full carbon neutrality by 2030. Holding industry-leading certifications like B Corp and Bluesign adds credibility to its environmental commitments.
Seamolly is a strong, consciously-minded brand that operates far more responsibly than its fast fashion counterparts. While not perfect, it represents a significant step in the right direction for consumers looking for affordable and sustainable style.
Seamolly earns a B for its serious ethical commitments, including supply chain transparency, third-party factory audits, a strict vegan policy, and B Corp certification. The primary reason it doesn't score higher is the documented gap between its workers' wages and a verified living wage, a crucial element for ensuring true fairness in the fashion industry.
For sustainability, Seamolly gets a B+ due to its high percentage of eco-friendly materials (70%), transparent reporting, circularity programs, and credible certifications. With clear, ambitious goals for the future, the brand is on a strong positive trajectory. It falls just shy of an A because it has not yet achieved key milestones like carbon neutrality and needs more verified data to back up some of its environmental claims.
If you appreciate Seamolly's commitment to responsible fashion, here are other sustainably-minded brands with similar values and even higher standards worth checking out.
A B Corp and 1% for the Planet member, Patagonia is an industry leader in activism and ethical production. It uses 87% recycled materials, ensures Fair Trade certified sewing for most of its products, and offers a lifetime repair program to fight overconsumption.
Shop now at patagonia.com
This B Corp brand plants ten trees for every item sold and uses almost exclusively sustainable materials like organic cotton, recycled polyester, and Tencel. It offers transparent supply chain information and operates on a climate-neutral basis.
Shop now at tentree.com
A true pioneer in ethical fashion, People Tree is Fair Trade and GOTS certified, guaranteeing fair wages and safe conditions for its artisans. The brand focuses on organic fabrics and traditional crafting techniques to create timeless, sustainable clothing.
Shop now at peopletree.co.uk
Reformation combines on-trend styles with serious sustainability, running its operations on renewable energy and using a high percentage of low-impact materials. The brand is Climate Neutral certified and provides detailed "RefScale" reports on the environmental footprint of each garment.
Shop now at thereformation.com
A B Corp specializing in high-quality Egyptian cotton, Kotn works directly with family-run farms in the Nile Delta to ensure fair wages and sustainable agricultural practices. The brand is deeply committed to supply chain transparency and gives back to its farming communities.
Shop now at kotn.com
Seamolly's sustainability efforts appear genuine and are supported by credible third-party certifications like B Corp, GOTS, and Bluesign. While it isn't perfect, its high use of sustainable materials (70%), transparent reporting, and clear environmental targets indicate a real commitment rather than greenwashing.
Seamolly's higher prices are a direct result of its more ethical and sustainable business model. The costs of using durable, eco-friendly materials, paying factory workers fairer wages, obtaining ethical certifications, and investing in cleaner technologies are all reflected in the final price of the garment.
No, this is Seamolly's main ethical shortcoming. While its workers are paid more than the local minimum wage, their earnings still fall below what is considered a living wage in the regions where its factories are located. The company has stated a commitment to improving wages over time.
Being a certified B Corporation means a company has met rigorous standards of social and environmental performance, accountability, and transparency. Companies are assessed on their impact on workers, customers, the community, and the environment, legally requiring leaders to balance profit with purpose.
