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29 Feb

11 More Sustainable Brands You’ll Love More Than H&M

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.


If you like the H&M vibe but don’t fancy contributing to the exploitation of the planet and people, you’ll be happy to know there are many more ethical alternatives to H&M.

Why we rate H&M “Not Good Enough”

H&M is incontestably one of the main fast fashion giants and has long been the target of widespread concern about its impact on the environment and the workers who make its clothes.

While H&M has set science-based targets for its greenhouse gas emissions and made a little progress for the environment and the animals, the brand is still failing on many fronts.

And based on our latest rating review, the brand has fallen even further from our middling “It’s a Start” to our second-lowest rating “Not Good Enough”. While we are constantly rerating brands, and it’s expected for their ratings to rise and fall, this drop for H&M is significant for a few reasons: despite all the brand’s claims about its focus on circular innovation, there’s no getting around the fact that H&M hasn’t taken meaningful steps to address its wasteful and exploitative fast fashion business model—and no “conscious” collection can change that. Despite promises to the contrary, the brand still needs to ensure payment of a living wage across its entire supply chain.

women wearing ethical and sustainable fashion from three ethical alternatives to H&M

We understand those new trendy styles and cheap price tags may be tempting, but they are often a good indicator of the materials’ poor quality. They also highlight that the people making those clothes are working in conditions that, while improving, are not where they should be.

So if you like the H&M vibe but don’t fancy contributing to the exploitation of the planet and people, you’ll be happy to know there are many more responsible alternatives to H&M.

These H&M alternatives are timeless in style, use lower-impact materials, treat their workers fairly, and all aim to leave a light footprint on the earth from the very beginning. And they’re all rated “Good” or “Great” by us.

Read on to discover some of the top rated more sustainable stores like H&M, that offer more affordable, and stylish clothes, while taking care of the earth and its inhabitants.


Rated: Good
3 images of spell's latest collection

Spell is an Australian modern-bohemian fashion brand inspired by far-off places, vintage treasures, and childhood memories. Proudly designed and sampled in Byron Bay, and produced responsibly in factories around the world.

Most garments are available in sizes 2XS-2XL.

See the rating.

Shop Spell.


Rated: Good

Certified B Corp Kotn is based in Canada and works with local NGOs on the ground at the Nile Delta to provide every child in their farming communities with quality education, and to help close the gap of low literacy rates amongst communities. With every purchase, not only will you get a beautifully made garment, but you'll also help fund school infrastructure, materials, and salaries for teachers.

Find Kotn in sizes XS-2XL.

See the rating.

Shop Kotn.


Rated: Good

ABLE is a US-based clothing and accessories brand that works with communities all over the world to make a meaningful impact, producing slow fashion that pays a living wage to women who have faced extraordinary circumstances. It uses lower-impact materials, and reuses water and materials to minimise waste. With thoughtful design and a level of quality that guarantees its products for life, its pieces aren't just an investment for your wardrobe, they are an investment in women around the world.

Find the range in sizes 2XS-2XL.

See the rating.

Shop ABLE.


Rated: Good

OMNES is a more responsible and more affordable UK-based brand creating high quality womenswear. "We created OMNES to help change the way you shop, wear and think about clothing. And to encourage the rest of the industry to do it, too," says the brand.

Find most items in sizes 6-20.

See the rating.



Rated: Good
3 images of CHNG's latest collection

CHNGE is a US-based more sustainable fashion brand using 100% organic material, built to last a lifetime while making a statement.

Find CHNGE's inclusive clothes in sizes 2XS-4XL.

See the rating.



Rated: Good
3 images of afends' latest collection

Born in Byron Bay, Australia, Afends is a more responsible brand leading the way in hemp fashion. Drawing inspiration from the environment, streetwear, and surf culture, Afends’ mission is to create more sustainable clothing through innovation, action, and positive change. As true hemp advocates, it purchased 100 acres of farmland called Sleepy Hollow to grow its own hemp crops and ignite the hemp revolution.

Find most of the range in sizes XS-XL.

See the rating.

Shop Afends.

Yes And

Rated: Good

Yes And is a US brand loved for its prints and comfortable jersey basics. It uses lower-impact non-toxic dyes and lower-impact materials including organic cotton and TENCEL Lyocell.

Most items are available in sizes XS-XL.

See the rating.

Shop Yes And.


Rated: Good
3 images of frankie's latest collection

Canadian brand Frankie Collective is dedicated to innovating women’s streetwear while setting a standard for responsibility in the fashion industry. It takes inspiration from '90s staples and reworks vintage garments to push the boundaries of contemporary style.

Find most items in sizes XS-2XL.

See the rating.

Shop Frankie.

Honest Basics

Rated: Good

Honest Basics is a GOTS-certified basics brand based in Germany. It's on a mission to make more sustainable fashion accessible to everyone, by keeping prices low, making quality basics that everyone has in their wardrobe, and constantly improving the sustainability of its products and supply chain.

The range is available in sizes XS-2XL.

See the rating.

Shop Honest Basics.

Known Supply

Rated: Good

Know Supply is a US-based, B Corp certified more sustainable fashion brand that is humanising the apparel industry by celebrating the people who make our clothing and the people who wear it.

Find most items in sizes XS-2XL.

See the rating.

Shop Known Supply.

Shop Known Supply @ Wearwell.


Rated: Good

Toad&Co is a US brand that creates more socially and environmentally-committed womenswear and menswear that is equally suited for the rigours of the trail or the tavern.

Most items are available in sizes XS-2XL.

See the rating.

Shop Toad&Co.

Shop Toad&Co @ Wearwell.

Editor's note

Feature image via OMNES, all other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet and animals. We love to recommend some of the best sustainable brands, rated “Good” or “Great”. We also encourage shopping pre-owned as another great way to reduce the impact of our fashion choices. Use our directory to search thousands of rated brands.

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