ASOS is one of the biggest online shopping destinations in the world – but just how ethical and sustainable is it today? Here, we dig deep on ASOS’ sustainability ethos and if they truly live up to their commitment towards people and the planet.

Since launching in 2000, the retailer has grown astronomically and now sells nearly 900 different brands online including Mango, Other Stories, New Look, and Monki, while the company bought Topshop and Miss Selfridge in 2023 too.

It also has its own ranges of clothing, shoes and accessories, including ASOS Collusion, ASOS Design and ASOS Edition, all of which can be delivered to your door in a matter of hours with ASOS’ enticing next day delivery.

Here, we take a closer look at their practises. If you’re curious to know how other high-street brands fare in terms of sustainability, read about H&M, Free People, Uniqlo, and Reformation next.

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Is ASOS sustainable?

As things stand, 34% of all fibres used in ASOS brands come from sustainable sources. The retailer has a second-hand and vintage clothing section in ASOS Marketplace and in 2019, launched a clothing line called Responsible Edit. With all products made from a minimum of 50% recycled or sustainable fibres and fabrics, and a minimum of 20% of recycled cotton, which use less water and exerts less waste, it’s definitely a more sustainable option.

It has pledged to source 100% of its cotton from sustainable sources by 2025, but at the time of writing, the Responsible Edit only accounted for around 5,000 of the 40,000 own-brand products listed on the website. This equates to around one fifth of their products.

However, in July 2022, the Responsible Edit clothing line was discreetly removed after ASOS was investigated by the Competition and Markets Authority (CMA) for greenwashing claims, according to The Retail Gazette. ASOS said that its removal was in conjunction to the CMA investigation.

Also, learn how to spot greenwashing: What is Greenwashing?

Besides the Responsible Edit clothing line, the online retailer also released a circular fashion collection. Their first collection was launched in September 2020, with over 29 trendy pieces of women’s and menswear grounded on sustainability principles. Then, the second collection was released in June 2022, featuring over 40 pieces of clothing and accessories in time for the Spring/Summer season.

Also in the same year, ASOS developed nine jeans styles and seven denim styles that met The Jeans Redesign guidelines in connection with the Jeans Redesign Project. Spearheaded by the Ellen MacArthur Foundation, the retailer made a three-year signed commitment on the project to ensure that their denim in the Circular Design Collection is made from safe and recycled or renewable materials.

Additionally, the e-tailer made trial collaboration with clothing resale service Thrift+ that allows customers to sell their pre-owned clothes to earn credit that they can use for purchasing another pre-loved item from Thrift+, donate to charity, or redeem as ASOS vouchers.

In 2023, the UK online retailer has partnered with Hirestreet for their first ever rental edit trial, with over 180 styles focusing on women’s occasionwear dressing from ASOS DESIGN, ASOS EDITION, and ASOS LUXE.

While these are positive steps, ASOS still have a lot more work to do when it comes to sustainable materials. But if we look at the brighter side, the retailer is taking proactive moves toward achieving their Fashion with Integrity goals, which is to Be Net Zero, Be More Circular, Be Transparent, and Be Diverse.

ASOS has mapped its carbon footprint, identifying that 91% of their emissions come from transportation and the delivery of goods.

It’s now working to use more efficient methods of transportation, including the use of electric vans in London’s low-emission zone and local fulfilment centres. Additionally, the e-tailer has partnered with HiVED in 2022 for ASOS Instant, fulfilling instant same-day deliveries in the Greater London.

The second largest percentage of their carbon footprint comes from emissions from buildings. To reduce this, ASOS sites based in the UK use 25% renewable energy and energy efficient LED lights have been installed in its warehouses.

It has also reduced the thickness of its mailing bags, which saves 583 tonnes of plastic every year. ASOS recycle the bags on return and make new bags with 10% post-consumer waste content, which decreases virgin plastic usage by 160 tonnes annually. 

The brand’s chief executive shared in September 2021 that ASOS are looking to have net zero carbon emissions by 2030. They will also reportedly work on making all of their clothes recyclable by 2027 and upgrade their packaging to become more eco-friendly.

The brand also released a 112-page guide on circular fashion, which it produced in partnership with The Centre for Sustainable Fashion, a research centre based at the London College of Fashion.

The book includes nine strategies that can help brands and designers make their businesses more earth-friendly. There are also guides on zero-waste cutting and creating garments without wasting materials during pattern-cutting that are included in the book.

Is ASOS Fast Fashion?

Despite the positive steps, it’s also worth mentioning that ASOS is a fast fashion brand. It relies on quick turnaround of designs, from the moment a garment is seen on a catwalk or celebrity, to when a garment is released for sale on ASOS’ website.

Fast fashion can never be sustainable. As well as using materials that damage our environment, the practise encourages consumers to buy an item to wear just a few times and then dispose of it. This may be donating to charity or literally throwing it in the bin, but the majority of the time it ends up in landfill.

The average American is estimated to throw away a staggering 37kg of clothes each year, while in the UK the average lifetime for a garment is estimated at 2.2 years. Naturally, this has a detrimental effect on our environment.

Wrap claim that unused clothing globally is worth around £30 billion, and the value of the clothing that ends up in landfill is a huge £140 million.

Is ASOS ethical?

ASOS received a score of 50% in the Fashion Transparency Index in 2023.

It publishes a detailed list of suppliers in the final stage of production and a little information about the second stage of production online.

In 2020, it also publishes policies in place to protect suppliers and workers in its supply chain from the impacts of COVID-19, despite originally refusing to pay workers at the start of 2020 regardless of the written contracts they had signed for the work and legally owing payment. Eventually ASOS committed to paying workers after growing external pressure to do so.

Unfortunately almost none of ASOS’ supply chain is certified by labour stands that ensure worker health and safety, living wages and other rights.

According to Good on you, there’s also a serious lack of transparency when it comes to ensuring living wages are paid in its supply chain. While it likely publishes information about supplier policies, audits and remediation process, the Fashion Transparency Index showed that they may be publishing information about forced labour, gender equality or freedom of association – but there’s no guarantee.

The retailer did introduce a new supply chain transparency initiative this year however, which requires all brands sold on ASOS to sign up to four ethical manufacturing pledges. These including signing a transparency pledge, mapping their UK-based supply chains, providing evidence of visibility of their UK-based facilities, and joining Fast Forward – a UK-focussed labour standards audit and improvement programme.

The brand seem to be taking a positive step forward as they shared that they will finally start putting up an annual report on their supply chain starting 2023. The report will include how they fare in terms of wages, modern slavery, and women empowerment.

In September 2021, the brand expressed their intention to ensure that 50% of its managers at all levels are women and 15% are from ethnic minorities by 2030.

Fortunately, they almost hit that goal according to their Gender Diversity report in the ASOS Plc Annual Report and Accounts in 2023. As of September 2023, 50% of men and 50% of women are in the management committee, while 42% of women and 58% are men in the senior leadership roles. In the ethnic minorities group, 25% of the ethnic minority are in the management committee, while 11% are in the senior leadership roles.

The retailer also showcased and recognized their LGBTQ+ employees and customers and even the wider community during the Pride celebration. They even joined in on the London, Berlin, and Belfast Pride parades.

ASOS animal welfare policy

For those concerned about animal welfare, the retailer banned all cashmere, mohair, feathers, down silk, bone, teeth, horn and shell from their site in 2019, and they’ve decreased their carbon intensity per customer order for three years running (although they don’t elaborate on this).

However it still uses leather and alpaca. Per ASOS, since they are part of the Leather Working Group and Textile Exchange, they are striving towards sourcing skins from LWG rated tanneries and support the adoption of Responsible Wool Standard.

ASOS have committed to not selling cosmetics that have been tested on animals.

Cheap Luxury Handbags Opinion

Cheap Luxury Handbags  believes it’s important to highlight the negative and unjust practises taking place in the fashion industry. We believe ethics and sustainability are an important talking point to bring about change and we encourage you to contact fashion brands to demand this.

However we understand that sustainable fashion isn’t accessible for every body due to various factors, such as budget and the ability to find confidence-boosting clothes that fit. We will continue to offer you fashion inspiration and guidance to suit every body and budget, while also highlighting the unjust systems at play in the fashion industry.

Would you still shop at ASOS?

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