Good on You: The Ethical Guide to Sustainable Fashion
An essential tool for navigating the world of sustainable fashion.
In recent years, consumer awareness of sustainability has grown exponentially. More and more people are questioning where the clothes they wear come from, who produced them, and their environmental impact. However, navigating the sea of fast fashion and distinguishing between truly ethical brands and those simply "greenwashing" can be challenging. This is where Good On You, an independent platform that evaluates the ethics of fashion brands, comes in.
Good On You is a platform founded in 2015 by Sandra Capponi and Gordon Renouf, with the aim of guiding consumers towards more informed fashion choices. It presents itself as an application that evaluates the sustainability of fashion brands, analyzing their impact on the environment, workers' rights, and animal welfare. Every purchasing decision, even the smallest, can significantly contribute to reducing environmental impact: this is why it is essential to adopt more responsible and informed behaviors.
Good On You analyzes brands based on three key categories:
- People
Assesses respect for human and worker rights in the supply chain. It includes factors such as fair wages, safe working conditions, policies against child labor, and compliance with labor laws. - Planet
Consider the environmental impact of production: use of sustainable materials, reduction of CO₂ emissions, water management, waste recycling, and use of chemicals. - Animals
Analyze the use of animal-derived materials (such as wool, leather, or fur) and assess whether animal welfare criteria are followed or whether the brand uses cruelty-free alternatives.
Each brand receives a final rating, with a five-level system:
- Great – Excellent ethics and transparency
- Good – Good, with room for improvement
- It's a Start – Some positive initiatives, but still limited
- Not Good Enough – Poor sustainability or transparency
- We Avoid – To avoid
If a brand doesn't disclose enough information, it's automatically penalized: transparency is a core value for Good On You.
Using Good On You means having a practical tool for more conscious shopping. You don't need to be a sustainability expert: simply search for a brand within the app or website to instantly see how ethical and sustainable it truly is. Furthermore, the platform suggests valid alternatives to brands that don't meet certain standards, helping you discover similar brands that have a positive impact on people, the planet, and animals.
Good On You is also a valuable ally against greenwashing , the practice where companies present themselves as "green" or environmentally friendly purely for marketing purposes, without any real commitment. Thanks to its independent, data-based assessments, it's easy to distinguish those who act transparently from those who merely make empty promises.
Finally, using Good On You means supporting concrete change: choosing more ethical and sustainable brands means rewarding those who work with respect for the environment and human rights. Even a small gesture, like being informed before a purchase, can contribute to building a more just fashion system.
But which brands actually meet these standards in practice? In the denim sector, some brands are making a difference. Here are some that have been positively rated by Good On You:
Nudie Jeans – Rating: Great
A Swedish brand known for its exclusive use of organic cotton, its transparent supply chain, and its free lifetime repair service for jeans. It pays close attention to worker conditions.
Outland Denim – Rating : Great
Australian company that offers employment and training opportunities to women survivors of human trafficking, with ethical production and a very low environmental impact.
No – Rating: Great
A minimalist, genderless British brand that uses regenerated and organic denim, with a focus on low-impact production and a clean, modern aesthetic.
In one of the most polluting and controversial industries, Good On You represents a fundamental ally in moving toward more conscious consumption. It's not about achieving perfection overnight, but about starting a journey of better choices, one purchase at a time.
There are no more excuses: before purchasing from your favorite brand, take a moment to research it on Good On You and find out if it's truly sustainable. Awareness begins right here, with the conscious use of the tools we have at our disposal.