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How We Rate

Our Rating Method

At Ethical or Not, our mission is to provide transparent, accurate, and reliable information to help you make ethical shopping decisions. Our rating process is built on publicly available data with an emphasis on transparency as we believe that accountability is a fundamental part of ethical responsibility. By using research-based methods and evidence from credible sources, we ensure our ratings reflect each brand’s true commitment to ethical practices. Third party indicies and ceritifcations will also be used among our research, however brands may be scored lower if parent companies are found to conflict with these measures.

Why Trust Our Ratings?

We are committed to integrity in our evaluation process. Our ratings are unbiased and independent, and we use clear criteria to maintain objectivity. We aim to provide you with reliable insights, so you can shop with confidence knowing your choices are making a difference.

Our Criteria

We evaluate brands across three main criteria that encompass a range of ethical concerns. These pillars are seperated into two sections to evaluate original fashion brands and second-hand fashion brands, helping us gauge a brand’s commitment to responsible ethical practices.

Eco Impact

This criterion evaluates a brand’s environmental responsibility, including sustainable sourcing, carbon footprint, and waste management. A high score here reflects a brand’s dedication to reducing its environmental impact and protecting our planet for future generations.

  • Sustainable Materials:
    • 1 Point: Minimal or no use of sustainable materials.
    • 3 Points: Mixed use, with 50-89% sustainable materials (e.g., organic, recycled, biodegradable).
    • 5 Points: Over 90% sustainable materials, verified by third-party certifications (e.g., GOTS, Fair Trade).
  • Emissions Reduction:
    • 1 Point: No emissions reduction policy or transparency on emissions.
    • 3 Points: Stated emissions reduction goals or policies but lacking specifics or third-party verification.
    • 5 Points: Clear, documented emissions reduction policy with regular reporting and third-party verification (e.g., carbon-neutral certifications).
  • Waste Reduction & Recycling:
    • 1 Point: No visible efforts for waste reduction or recycling.
    • 3 Points: Basic recycling or waste reduction programmes without regular updates or clear targets.
    • 5 Points: Comprehensive waste reduction and recycling efforts, with publicly available updates or reports on progress.
  • Water and Energy Use:
    • 1 Point: No visible commitment to reducing water or energy usage.
    • 3 Points: General statements about conserving resources but no specific goals or reporting.
    • 5 Points: Strong commitment with measurable targets and regular public reporting on water and energy usage.

Human Fairness

We assess the brand’s treatment of workers, community involvement, and social responsibility. This criterion considers fair wages, safe working conditions, and community support. Brands scoring well in Human Fairness show a strong commitment to respecting human rights and promoting social equity.

  • Fair Wages and Worker Treatment:
    • 1 Point: No visible policy on fair wages or worker treatment.
    • 3 Points: General commitment to fair wages or worker rights, but lacking third-party verification.
    • 5 Points: Verified commitment to fair wages and worker treatment through third-party certifications (e.g., Fair Trade, B-Corp).
  • Safe Working Conditions:
    • 1 Point: No visible policy ensuring safe working conditions.
    • 3 Points: Basic commitment to safe conditions, without third-party audits or public reports.
    • 5 Points: Clear commitment to safe working conditions, supported by regular audits and public reports.
  • Supply Chain Transparency:
    • 1 Point: No information on supply chain practices or transparency.
    • 3 Points: Some transparency, with partial supply chain information available.
    • 5 Points: Comprehensive supply chain transparency, including detailed information on suppliers and third-party audits.
  • Community and Local Support:
    • 1 Point: No visible efforts in supporting local communities or workers.
    • 3 Points: Occasional or minimal community support efforts, without long-term impact.
    • 5 Points: Actively engaged in long-term community support initiatives that benefit local economies or workers.

 

Animal Treatment

This criterion looks at the brand’s approach to animal welfare, including cruelty-free practices, avoidance of animal testing, and sustainable sourcing of animal-based materials. A high score in Animal Treatment reflects the brand’s respect for animal rights and ethical treatment across the supply chain.

  • Cruelty-Free Certification:
    • 1 Point: No cruelty-free policy or certifications.
    • 3 Points: Claims cruelty-free status but without official certification.
    • 5 Points: Certified cruelty-free by a recognised third-party (e.g., Leaping Bunny, PETA).
  • Use of Animal-Derived Materials:
    • 1 Point: Regularly uses animal-derived materials without alternatives.
    • 3 Points: Limited use of animal-derived materials, with some exploration of alternatives.
    • 5 Points: Fully vegan, with no animal-derived materials used in products.
  • Animal Welfare Policies:
    • 1 Point: No visible policy on animal welfare.
    • 3 Points: Basic statement against animal cruelty but lacking in specifics.
    • 5 Points: Comprehensive animal welfare policy, with regular audits or updates on practices.
  • Transparency on Animal Testing or Practices:
    • 1 Point: No information available on animal testing or animal welfare practices.
    • 3 Points: Basic statements on avoiding animal testing without full transparency.
    • 5 Points: Detailed, publicly available reports on animal welfare practices, with oversight or third-party verification.

Scoring and Final Rating

Total Points: Each brand can score a maximum of 45 points (15 per main criterion).

Rating Scale:

5 Stars: 38-45 points (Excellent ethical practices)

4 Stars: 30-37 points (Very good, with room for improvement)

3 Stars: 22-29 points (Moderate commitment to ethical practices)

2 Stars: 15-21 points (Limited ethical efforts)

1 Star: Below 15 points (Minimal or no commitment to ethical standards)

Sourcing and Transparency

This metric analysis how transparent a second-hand business is with its sourcing of products while additionally looking at the supplier practices of the clothing they acquire. The higher a brand scores under this criterion shows a higher standard of care for the products being sourced.

    • Source Transparency:
      • 1 Point: No transparency on sourcing practices.
      • 3 Points: General information on where items are sourced, but lacks specifics.
      • 5 Points: Full transparency about sourcing locations, methods, and criteria used to select items.
    • Supplier Practices:
      • 1 Point: No information available on supplier vetting or practices.
      • 3 Points: Limited supplier information, with basic standards mentioned but no specifics.
      • 5 Points: Collaborates with trusted suppliers and provides clear details on ethical standards, item origins, and any vetting processes.

Quality Assurance and Consumer Protection

This criterion evaluates a second-hand clothing brands ability to ensure all their inventory have quality checks in place with the well-being of the consumers at heart for any issues related to their products. The stronger the rating shows a brands willingness to be sustainable in their practices through proper quality channels and consumer protection protocols.

  • Quality Control and Condition Reporting:
    • 1 Point: No quality assurance or item condition details provided.
    • 3 Points: Basic quality checks with general condition descriptors (e.g., “gently used”).
    • 5 Points: Detailed quality control process, with specific grading and detailed descriptions of item conditions.
  • Return Policy:
    • 1 Point: No return or refund policy.
    • 3 Points: Limited return options, such as exchanges or store credit.
    • 5 Points: Comprehensive return and refund policy that prioritises consumer satisfaction.
  • Consumer Protection and Safety:
    • 1 Point: No information on consumer protection policies.
    • 3 Points: Basic consumer protection statements but no clear guidelines.
    • 5 Points: Robust consumer protection policy, with clear guidelines to ensure safe and secure transactions.

Environmental and Ethical Commitment

This metric examines how commited a second-hand brand is to common sustainability practices of waste reduction and recycling, while ensuring products are packaged ethically with additional information on their ethical commitment and standards. A higher score shows a brand has a high commitment to being ethical in all field of their practice.

  • Waste Reduction and Recycling:
    • 1 Point: No visible efforts to promote waste reduction or recycling.
    • 3 Points: Basic recycling or waste reduction statements.
    • 5 Points: Active promotion of waste reduction and recycling, with initiatives that encourage customers to recycle or donate items.
  • Eco-Friendly Packaging:
    • 1 Point: Uses non-recyclable or unsustainable packaging materials.
    • 3 Points: Mix of recyclable and non-recyclable packaging, with general efforts to improve.
    • 5 Points: Fully sustainable, recyclable, or biodegradable packaging.
  • Support for Sustainable Consumption:
    • 1 Point: No visible efforts to educate or encourage sustainable shopping.
    • 3 Points: General statements promoting second-hand shopping but no specific actions.
    • 5 Points: Actively promotes sustainable consumption through educational content, tips, or partnerships with eco-friendly brands.

Scoring and Final Rating

Total Points: Each second-hand platform can score a maximum of 45 points (15 per main criterion).

Rating Scale:

5 Stars: 38-45 points (Outstanding ethical practices and transparency)

4 Stars: 30-37 points (Strong commitment, with minor areas for improvement)

3 Stars: 22-29 points (Moderate commitment, with visible room for improvement)

2 Stars: 15-21 points (Limited focus on ethical practices)

1 Star: Below 15 points (Minimal or no commitment to ethical standards)

Our Rating Scores

Very Ethical

Brands with a 5-star rating not only meet but often exceed industry standards in environmental sustainability, social responsibility, and animal welfare. They set an example within their industry by going above and beyond in transparency, making their practices easily accessible for consumers.

Ethical

A 4-star rating indicates that a brand maintains strong ethical practices across all criteria, though there may be minor gaps or areas for growth. These brands demonstrate a genuine commitment to ethical standards but may need to make small adjustments to achieve excellence.

Needs work

Brands rated at 3 show an awareness of ethical issues and some commitment to addressing them, but they still fall short of industry best practices. These brands may lack transparency in some areas or need to significantly improve in one or more of our core criteria to reach a higher ethical standard.

Not Ethical

A 2-star rating signals that the brand has ethical shortcomings in critical areas, which impact its overall score. These brands may engage in practices that are harmful to the environment, exploitative to people, or neglectful of animal welfare, requiring major changes to become ethically sound.

Avoid

Brands with a 1-star rating lack even the minimum standard of ethical responsibility, with little to no transparency about their practices. These brands often disregard ethical concerns altogether, making them unsuitable for consumers looking to make responsible choices.

How can I Improve my Ethical Score?

Brands looking to improve their ethical score can take actionable steps within each of our criteria.

Increase Transparency

By sharing information on their practices and policies, brands can build trust and provide consumers with clear evidence of their commitment to ethics.

Focus on Sustainability

Reducing environmental impact, sourcing sustainable materials, and working toward zero waste are impactful ways brands can improve their Eco-Impact score.

Respect Worker Rights

Upholding fair labor standards, providing safe working conditions, and promoting fair wages are essential to improving Human Fairness.

Commit to Animal Welfare

Avoiding animal testing, sourcing cruelty-free materials, and adopting humane practices can enhance the Animal Treatment score.

Our aim is to guide brands toward meaningful improvement while empowering consumers to support those that align with their values.

Still have questions?

Visit our FAQ page for further answers or contact us at info@ethicalornot.com