Cider
Rated: Avoid
Price: $
Location: China
Quick verdict
Cider markets itself as a more curated, mood-based alternative to Shein. But it scores at the lowest possible sustainability level with both environmental and labor ratings at the worst scores. The brand's much-touted "on-demand" production model has been thoroughly debunked by sustainability analysts as standard demand forecasting dressed up in green language. Its BBB rating is F (lowest), with unresolved consumer complaints.
Key info
- Headquarters
- Hong Kong, China
- Founded
- 2020
- Product categories
- Fast Fashion, Womenswear
- Price range
- $
- Key certifications
- GRS certification for small "Recycled Cider" collection only; no brand-level certifications
Cider sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Predominantly virgin polyester, spandex, nylon, and conventional cotton—a small "Recycled Cider" collection uses GRS-certified recycled polyester, but many items in this collection are blended with virgin synthetics.
Manufacturing in Guangzhou, China. Only 3 tier 1 factories disclosed (with SEDEX/BSCI/SMETA audits), but total factory count is unknown. No living wage evidence. Guangdong minimum wage (~$275/month) is roughly a third of the living wage (~$725/month).
The "on-demand" model claim is unsubstantiated. No waste reduction data published, no sustainability report, no emissions tracking. D₂w "biodegradable" packaging uses oxo-degradable plastic that the EU has warned fragments into microplastics.
A sustainability page exists but is thin and promotional. Only 3 factories named. No total factory count, no sub-tier disclosure, no wage data, no audit results published. The brand provides insufficient relevant information for meaningful assessment.
Affordable ($6–$55) with slightly better perceived quality than Shein. Trustpilot shows 4.5/5 (12,000+ reviews), but the BBB rates Cider F with 9 unresolved complaints after the brand failed to respond to their inquiry. Pre-order items can take 1–2 months to arrive.
What they do well
- Broad size range: From XXS to 4XL, among the most inclusive of ultra-fast fashion brands
- Differentiated shopping experience: Unique "Shop By Mood" feature (Feeling Dreamy, Feeling Retro, Feeling K-Pop) creates a curated browsing experience
- Recycled materials collection: The small "Recycled Cider" collection uses GRS-certified recycled materials, more than several comparable brands can claim
- Female leadership: Claims 60% female leadership at headquarters level
- Animal welfare stance: Does not use leather, down, fur, angora, or exotic animal skin
Room for improvement
- On-demand model is greenwashing: The "on-demand" production model is primarily marketing: the brand provides no waste reduction data, releases hundreds of new items weekly, and sustainability analysts note that "all fashion companies look at customer data to inform future production" — Cider has simply rebranded standard demand forecasting as sustainability
- Lowest possible sustainability scores: The brand scores at the lowest possible level for both environmental and labor practices, with no living wage evidence, no meaningful chemical management, and no biodiversity protections
About Cider
Cider was founded in 2020 by Michael Chen Wang (a former IDG Capital investor), Fenco Lin (a former Bloomingdale's buyer), and Yu Oppel (a former Dolls Kill product manager). The company raised $140–152 million in venture funding, including a $130 million Series B in September 2021 led by Andreessen Horowitz that valued it above $1 billion. The brand targets Gen Z women with a social-first approach, accumulating 7+ million social media followers.
Manufacturing is based in Guangzhou, China. The same province as Shein. Cider has disclosed only three tier 1 factories, each with a single factory-level certification (SEDEX, BSCI, or SMETA). Total factory count and sub-tier supply chain information are undisclosed. In Guangdong province, the minimum monthly wage is approximately $275 versus an estimated living wage of $725.
The brand's central sustainability claim. An "on-demand" pre-order model that reduces waste. Has been widely debunked. No data supports reduced waste claims, and the brand's weekly release cadence of hundreds of new items is indistinguishable from standard fast fashion operations. The "Recycled Cider" collection uses GRS-certified recycled polyester but represents a tiny fraction of total inventory, and many items blend recycled with virgin materials.
Pricing ($6–$55) is slightly above Shein, Shipping from China takes 1–4 weeks for standard items, up to 2 months for pre-orders. The BBB rates Cider F after the brand failed to respond to their inquiry.
Product highlights
100% Recycled Cotton Square Neck Ruffle Blouse
Recycled cotton blouse from the Recycled Cider line
$37.90
One of the few genuinely recycled-material items; among the brand's most credible sustainability efforts
Denim V-neck Button Pocket Wide Leg Jumpsuit
Denim jumpsuit, 6+ colorways
$52.90
Higher price point for the brand; Flash Shipping indicates pre-stocked (not on-demand)
Knit Solid Cami Split Midi Dress & Shrug
Two-piece knit set
$42.90 (or $12.87 at 70% off)
70% discount undermines the "produce only what people want" narrative
Solid High Neck Knitted Long Sleeve Top
Basic knit top, 9+ colors
$19.90
Entry-level pricing; material composition likely virgin synthetic
