Our editors curate highly rated brands that are first assessed by our rigorous ratings system. Buying through our links may earn us a commission—supporting the work we do. Learn more.
Curious about what brands’ ratings look like over time and who’s progressing? We looked at the data on the brands rated during the last quarter of 2023 to see which ones had improved their practices the most since we last rated them.
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 have 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 also continually re-rates brands 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 people, the planet and animals. We review ratings regularly—annually for large brands and every 18 months for smaller brands. 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.
Looking at the data for the 155 brands we re-rated in the last quarter of 2023, 43% of them improved their rating, while 3% saw no improvement and sadly, 54% got worse. All the brands that improved are smaller labels. Unsurprisingly, Good On You’s data reflects the general trend in the fashion industry: greenwashing is still far too present, and most brands, especially the big ones, are doing far too little to reduce their impacts on people, the planet, and animals.
It’s not all bad news—a lot of brands are making good progress, and in this report, we’re highlighting the most recently rated ones (in the last quarter of 2023) that have made the biggest strides.
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.
Since 2015, we’ve built a database of over 6,000 fashion brands, all assessed against our world-leading ratings system for their impact on people, the planet, and animals. Behind the scenes, 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 155 brands our analysts re-rated in the last quarter of 2023, 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.
