Yes, Wild Fable is a fast fashion brand. As an in-house label for Target, its business model is built on rapid production cycles, trend-driven collections, and extremely low prices that encourage high-volume consumption. Ethically, the brand lacks transparency and faces concerns over low wages and poor working conditions in its supply chain.
While parent company Target has set some broad environmental goals, Wild Fable's sustainability efforts are minimal, relying heavily on conventional synthetic materials. Here's what you need to know about Wild Fable’s practices:
Wild Fable follows the classic fast fashion playbook of rapid trend replication and high-volume, low-cost production to keep its Target displays constantly refreshed.
Wild Fable's ethical record is poor, largely due to a lack of transparency and a failure to ensure living wages for the garment workers who make its clothes.
Despite Target's supplier code of conduct, factory conditions often fall short. Workers in supplier factories in Vietnam and Bangladesh reportedly earn between $180–$220 per month, which is far below the estimated regional living wage of $350–$500. Reports have also cited issues like excessive overtime hours and unsafe working environments that are common in the fast-fashion supply chain.
Transparency is a significant issue. While Target publishes a general list of its suppliers, it does not disclose which specific factories produce Wild Fable clothing. This lack of direct traceability makes it nearly impossible for consumers or third-party watchdogs to verify working conditions or compliance with the company's own standards.
Wild Fable primarily relies on synthetic, animal-free materials like polyester and nylon. Parent company Target claims to be cruelty-free and does not test its own-brand products on animals, but Wild Fable does not hold any official animal welfare certifications, such as PETA-approved Vegan or Leaping Bunny.
Wild Fable is not a sustainable brand. Its fast fashion model is inherently wasteful, and its reliance on fossil fuel-based materials and insufficient progress on environmental goals undermine any sustainability claims.
The brand overwhelmingly uses conventional, non-sustainable materials. An estimated 85% of Target's apparel portfolio consists of virgin synthetic fabrics like polyester and conventional cotton. Less than 12% of Wild Fable's own line is made from materials considered sustainable, such as recycled polyester or organic cotton, making these a tiny fraction of its total output.
Production is concentrated in regions with high environmental footprints due to water-intensive dyeing processes and reliance on fossil fuel-powered energy grids. Target does not disclose specific data on water usage, chemical management, or wastewater treatment for its Wild Fable factories, leaving its true environmental impact largely hidden.
Wild Fable is a major contributor to textile waste. The brand’s low-quality construction means garments often don't last beyond a few wears. While Target has limited in-store clothing recycling bins, there are no widespread take-back or repair programs for Wild Fable, and the massive volume of unsold inventory often ends up in landfills.
Target has public goals, including sourcing 100% sustainable materials for its brands by 2030 and reducing emissions by 30%. However, progress is extremely slow. With Wild Fable standing at just 12% sustainable materials currently, meeting these goals seems unlikely without radical changes to its business model.
Wild Fable embodies the core problems of fast fashion sold at big-box retailers. Its model prioritizes trend-driven volume over human dignity and environmental health, and parent company Target's broad commitments have not translated into meaningful changes for this specific brand.
Wild Fable earns a D+ due to its profound lack of supply chain transparency and failure to ensure living wages for its workers. While Target has a basic code of conduct, the absence of public accountability, traceability, and concrete progress on worker pay makes it impossible to verify any positive claims. These are critical failures that place profit well above people.
We grade Wild Fable's sustainability a C-. The grade acknowledges that its parent company has set some public goals, however empty they may currently seem. The brand's dependence on virgin synthetics, contributions to textile waste, and the slow pace of material improvement reveal an operation that is sustainable in name only.
If Wild Fable's ethical and environmental shortcomings concern you, here are some better alternatives that offer trendy styles with stronger commitments to workers and the planet:
Everlane offers modern basics and trendy pieces with a focus on "Radical Transparency," detailing factory locations and cost breakdowns. It uses a high percentage of sustainable materials like recycled polyester and organic cotton and has made strides in reducing its carbon footprint.
Shop now at everlane.com
Known for its stylish and feminine dresses and apparel, Reformation is a climate-neutral certified company. It uses materials like TENCEL™ Lyocell, recycled cotton, and deadstock fabrics, and provides detailed transparency about its manufacturing partners and their wages.
Shop now at thereformation.com
As a certified B Corp, Tentree offers comfortable, eco-friendly casualwear and basics. The brand uses materials like organic cotton, hemp, and recycled polyester, ensures fair labor conditions in its factories, and plants ten trees for every item sold.
Shop now at tentree.com
While known for outdoor gear, Patagonia's basics like tees, fleece, and casual wear are built to last a lifetime. The brand is Fair Trade Certified, a B Corp, uses a majority of recycled materials, and actively champions environmental causes and reduces consumption.
Shop now at patagonia.com
A pioneer in ethical fashion, People Tree is a guaranteed Fair Trade brand that offers stylish wardrobe essentials made from organic cotton and sustainable materials. Every product is made to the highest ethical and environmental standards from start to finish.
Shop now at peopletree.co.uk
Yes, Wild Fable is one of Target's private-label or "owned" brands. It was launched in 2018 to appeal specifically to a younger Gen Z audience with trendy, affordable fashion.
Wild Fable operates on a fast fashion schedule, releasing new items and collections weekly or bi-weekly. This high turnover is designed to encourage frequent return visits and purchases from consumers looking for the latest trends.
No. Neither Wild Fable nor its parent company Target has made a public, time-bound commitment to ensuring all workers in its supply chain are paid a living wage. Reported worker wages are significantly below estimated living wage levels in key manufacturing regions.
A very small portion - estimated at around 12% - is made with materials like recycled polyester or organic cotton. However, these items are a minor fraction of the overwhelming majority made from conventional, non-sustainable sources, making the overall brand's impact unsustainable.
