You may have heard of Boohoo, the UK fast fashion retailer that first opened its (virtual) doors in 2006. If you haven’t, you’ve probably heard of Nasty Gal, PrettyLittleThing, or MissPap … just a few of the brands owned by Boohoo known for their collaborations with popular social media and TV stars Love, Parish Island, Love Island and A. Parish of Karda.
While Boohoo offers a wide variety of affordable, high-quality styles, there are major downsides to shopping with them–and no, we’re not talking about their cheap quality items, inconsistent ratings, or poor customer service reviews.
Is Boohoo Ultra Fast Fashion?
The worst thing about shopping with Boohoo is that they are a fast fashion brand. Although this fact affects the issues listed above, more importantly, their products have a negative impact on the physical and social areas in a big way.
What is fast fashion? High-end fashion brands like Boohoo and SHEIN take the popular model of the fast fashion service and accelerate it to release new clothes and trends as quickly as possible.
Brands to Avoid: Boohoo
In 2019, Boohoo was named as one of the UK’s least sustainable fashion brands by the Environmental Assessment Committee (EAC) for promoting excessive consumption and making no effort to reduce its carbon footprint. They also received a low score of 9 out of 150 when tested by Remake, scoring low in all 6 categories of Remake’s sustainability criteria.
As recently as 2020, Boohoo faced controversy when an undercover investigation revealed that workers in their factory were being paid as little as £3.50 ($4.40) an hour and were made to work without protection against Covid-19 when the pandemic was at its worst.
Surprise, surprise–a fast fashion brand that values profit over the health and well-being of its employees. We wish this news was scary, but it’s not. This is exactly what we expect from fast fashion.
In finding ethical and sustainable alternatives to Boohoo…
Although it is a moral practicenotBoohoo’s concern, itis somethingour concern at Ujo Shop. We’re willing to bet it’s a concern too. That’s why we’ve compiled a list of five sustainable Boohoo alternatives that will make you feel well-dressed and even better supported.
If you’re looking for soft, affordable basics for everyday wear, try Pact.
Ujo Shop is student supported. We only feature fashion brands that exceed our sustainable product criteria.Read more here.
Pact makes lightweight wardrobe basics from organic cotton and is produced in Fair Trade Certified factories. The brand also collaborates with GOTS and other certification programs to support clean, responsible production, so you can stock up on essentials that feel good on your skin and easy on your conscience.
See our product rating to learn more.
If you’re looking for the perfect dress for casual or event wear, shop Outerknown.
Outerknown has been a leader in sustainable fashion with a comprehensive list of suppliers, Bluesign partners, and working with Fair Trade industries. Their lifetime guarantee on their jeans and commitment to sustainable fabrics is impressive. Check out Outerknown for casual and business wear.
See our product rating to learn more.
If you’re looking for printed swimwear with a fun, laid-back feel, check out Dedicated.
Donations makes swimwear from GRS-certified recycled polyester sourced from PET bottles, combining bold patterns with low-impact materials. Beyond swimwear, the brand is also known for using organic and Fairtrade cotton and building sustainability into its core selection and product processes.
See our product rating to learn more.
If you want to express yourself with a unique illustrated tea, browseA tent.
For every dress you buy from tentree, they plant ten trees in communities around the world. tentree uses low-impact materials such as natural cotton, hemp, recycled polyester, and TENCEL™ lyocell, and the brand also highlights responsible packaging systems such as reducing single-use plastics, using FSC-certified and highly recycled paper packaging, and recycled mailings.
See our product rating to learn more.
If you are looking for functional and stylish active and leisure clothing, check out prAna.
prAna makes functional clothing and lounge pieces from low-impact materials such as natural cotton and recycled fibers, while also incorporating Fair Trade Certified styles and bluesign® related initiatives. The brand has also made progress in packaging, including removing plastic from its consumer packaging, making it a convenient alternative to everyday wear.
See our product rating to learn more.
Notes on Making the Transition from Fast Fashion to Ethical Fashion
People are attracted to fast fashion because of its eye-catching styles and crazy low prices. Of course, these low prices come at a very high cost.
Fast fashion relies on a system that exploits the environment, exploits the clothing manufacturers, and relies on your constant shopping, creating excessive waste of clothing. Boohoo is part of this system.
In comparison, sustainable products may seem expensive, especially in the current system, but it is more expensive to do things right: to pay workers properly and to use quality materials. While investing in sustainable products can be more expensive per piece, if we slow down and buy less, it doesn’t have to be more expensive overall.
->For affordable sustainable fashion options check outour guide.
Here are some tips to transition from fast fashion:
- Buy only what you need
- Buy only what you like
- Buy high quality items … but sparingly
- Normalize inventory duplication
- Add to your wardrobe by shopping for accessories and changing clothes
Ultimately, your clothes will last longer, your wardrobe will be better, and you’ll be able to feel good about how you chose to spend your money. It’s a win for you, a win for nature, and a win for the people who made your clothes.
Looking for more sustainable Boohoo replacements?
Check out our researched and tested products guide for even more sustainable alternatives!
Editor’s note, March 23, 2026:This article has been updated to reflect our latest research and current product recommendations. We’ve updated and updated several of the alternatives featured here to better align with today’s ethical and sustainable fashion standards.
Celia Wiseman studied Communication and Creative Writing at the University of Iowa, and her growing interest in sustainable living led her to Ujo Shop. In his free time he enjoys reading, writing, and making videos, as well as any other activity that allows him to be creative.