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We celebrate the brands that have improved their public disclosures and moved up a level on our ratings scale.
Which fashion brands are improving their practices?
Brand ratings are at the heart of Good On You’s mission to make shopping your values simpler. We’ve been rating brands since 2015—more than 6,000 to date—uncovering the ones doing harm and highlighting those doing better for people, the planet, and animals.
Our ratings team continually re-rates brands—annually for large brands and every 18 months for smaller ones—using the most up-to-date information and data available, so you can see accurate details about how the brands you’re interested in are impacting the values that matter to you. And when there is a significant change in a brand’s public disclosure, or a public or stakeholder concern about changes in the company’s practices, we’ll also initiate a review. In 2023, re-rates represented around 36% of the total brands we analysed.
The data for the 111 brands we re-rated in the second quarter of 2024 shows that 12% improved their scores, while 25% got worse, and the rest remained the same. Just as we reported last quarter, most of the brands that improved are smaller labels—save for G-Star RAW, which has risen from “It’s a Start” to “Good”.
This continuing pattern shows that despite having significantly more power and funding to affect change, the majority of large brands still aren’t doing enough to reduce their impacts on people, the planet, and animals, or to disclose their practices.
How Good On You rates brands
Good On You is the most comprehensive and widely trusted brand ratings system for fashion. Our mission is to help you make better choices.
The Good On You ratings system captures the complexity of sustainability, aggregating up to 1,000 data points across 100 key issues for each brand. Our team of analysts use their industry-leading expertise and ratings tech to efficiently assess fashion brands’ impacts across the entire supply chain.
Brands receive an overall score that is converted into a rating on a clear and comparable five-point scale, from “We Avoid” all the way up to “Great”. You can download our app or check out the directory to discover the best brands for you.
For this report, we looked at the data for the 111 brands our analysts re-rated in 2024’s second quarter, and highlighted the ones whose overall scores increased enough for them to go up a level on our rating scale, for example, from “It’s a Start” to “Good”, or from “Good” to “Great”. We haven’t focused on brands whose ratings increased but were still bad overall, for example, from “We Avoid” to “Not Good Enough”. The idea is to encourage brands that are actively making progress and reducing their impacts.
