ASOS
Rated: Fair
Price: $$
Location: UK
Quick verdict
ASOS is best for trend-conscious shoppers seeking massive variety at accessible prices, but it remains fundamentally fast fashion despite incremental sustainability efforts. Its "Fashion with Integrity" program sets ambitious 2030 targets, but progress reporting has stalled since 2022 and the brand was forced by the UK’s Competition and Markets Authority (CMA) to remove misleading "Responsible Edit" green claims in 2024. Budget shoppers looking for ethical options should explore ASOS-stocked third-party brands with stronger sustainability credentials (e.g., People Tree, Baggu) rather than ASOS own-label products.
Key info
- Headquarters
- London, United Kingdom
- Founded
- 2000
- Product categories
- Fast Fashion, Womenswear, Menswear
- Price range
- $$
- Key certifications
- Some GOTS/GRS items, BCI member, Bluesign (some fabrics), RDS, RWS, SBTi targets, Sustainable Apparel Coalition member
ASOS sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
ASOS claims ~30% of its own-brand material mix is "more sustainable" (recycled/organic cotton, GOTS, GRS), but a Changing Markets Foundation study found 63% of average ASOS items are synthetic (77% polyester), and 89% of its green claims were considered greenwashed.
The brand rates "Not Good Enough" on labor. Almost none of its supply chain is certified by crucial labor standards. No evidence of living wage payment. Remake 2024 score: 14/150 (matching the dismal industry average).
SBTi-approved net-zero targets for 2030, but hasn’t updated emissions data since 2022 (~2 million tCO2e). 91% of emissions come from transportation. Releases ~5,000 new items weekly—a fundamentally high-volume fast-fashion model.
Publishes supplier factory list on Open Supply Hub and annual reports. However, progress reporting has stalled, and the CMA greenwashing investigation exposed misleading marketing practices.
Prices are low and accessible across a huge range. Quality is inconsistent. Varies widely between own-brand (often low) and stocked third-party brands. "Value" is undermined by hidden environmental and social costs.
What they do well
- Published supplier list. On Open Supply Hub. A meaningful step for a fast-fashion company at this scale
- Animal welfare improvements. Banned mohair, fur, angora, exotic skins, feathers, and down from own-brand products after a 2019 PETA investigation; formal animal welfare policy based on the Five Freedoms
- Inclusivity leadership: 30 sizes, petite/tall/curve/maternity ranges, wheelchair-friendly designs, no-retouching policy. Genuinely industry-leading body diversity
- Packaging reduction. Reduced mailing bag thickness (saving ~583 tonnes plastic/year), delivery boxes from 100% recycled materials, bags at 65% recycled content
- Ambitious targets on paper. Net-zero by 2030, 100% sustainable materials by 2030, SBTi-approved targets. The issue is execution, not aspiration
Room for improvement
- Greenwashing track record: The UK CMA investigated ASOS for misleading green claims in 2022. In March 2024, ASOS signed legally binding undertakings to stop using ambiguous terms like "eco" and "responsible" and to ensure all green claims are accurate. The Changing Markets Foundation found 89% of ASOS green claims were greenwashed.
- No living wage evidence and stalled progress: Sustainability assessments and Remake both flag zero evidence of living wages. Almost none of the supply chain is certified by crucial labor standards.
- Sustainability reporting has gone quiet: Hasn’t updated emissions data since 2022 or reported SBTi target progress in over a year. For a brand with ~£4 billion revenue, this opacity is concerning.
About ASOS
ASOS (originally "As Seen On Screen") was founded in London in 2000, initially selling celebrity-inspired products before evolving into one of the world’s largest online fashion retailers. Today it serves ~26 million active customers across 196 countries, offering 85,000+ products from 850+ brands alongside its own labels.
Materials-wise, ASOS claims ~30% of its own-brand mix is "more sustainable" (organic cotton, recycled cotton, BCI cotton, recycled polyester), with GOTS and GRS certifications on select items. The majority of items remain conventional cotton and virgin synthetics. ASOS manufactures across 20+ countries including China, Turkey, India, Sri Lanka, Bangladesh, and Vietnam, publishing factory lists but providing minimal detail on wages or conditions.
Shipping runs ~$5–8 (free over certain thresholds); ASOS introduced a ~$4 fee for frequent returners in 2024. The 28-day return window is generous. Pricing is budget-friendly: ASOS Design basics start under $15, with most items in the $20–70 range. This undercuts some competitors but is pricier than ultra-fast-fashion like Shein. Inconsistent quality is a recurring Trustpilot complaint.
Product highlights
ASOS DESIGN Organic Cotton Oversized T-Shirt
Relaxed-fit basic in certified organic cotton
~$15–$20
Most accessible entry point to ASOS’s lower-impact offerings
ASOS DESIGN Recycled Cotton Mid-Rise Jeans
Classic straight-leg denim with recycled cotton
~$40–$50
Part of ASOS’s circular design push with BCI-sourced cotton
Collusion Organic Cotton Hoodie
Unisex pullover from ASOS’s Gen-Z-focused brand
~$25–$35
Affordable organic cotton option for younger consumers
ASOS DESIGN Linen-Blend Wide-Leg Jumpsuit
Seasonal one-piece in linen blend
~$50–$65
Lower-impact natural fiber option; breathable and on-trend
