Princess Polly
Rated: Poor
Price: $$
Location: Australia
Quick verdict
Best for trend-conscious Gen Z shoppers who want slightly better options within the fast fashion universe. Its B Corp certification, Lower Impact line (40% of new arrivals), and SBTi targets are notable for the ultra-fast fashion segment. However, with 3,900+ active styles, aggressive influencer marketing, and no evidence of living wages in its supply chain, this remains fundamentally a fast fashion brand. The B Corp status is widely criticized by sustainability experts as contradictory.
Key info
- Headquarters
- Burleigh Heads, QLD, Australia & West Hollywood, CA, USA
- Founded
- 2010
- Product categories
- Fast Fashion, Womenswear, Teen
- Price range
- $$
- Key certifications
- B Corp (score 86.8, July 2025), SBTi-approved targets, SEDEX/SMETA audits, Fur Free Retailer
Princess Polly sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
The "Lower Impact" line uses organic cotton, recycled polyester, and linen (each item minimum 50% lower-impact composition). But the majority of the catalog relies on conventional polyester, cotton, and nylon. No aggregate materials breakdown is published.
All Tier 1 factories undergo SEDEX/SMETA audits and a Code of Conduct covers ILO principles. However, no evidence workers receive living wages, and 83% of factories had audit remediation plans. Meaning failures were found.
SBTi-approved targets (42% Scope 1&2 reduction by 2030) and solar panels at AU HQ are positives. But the ultra-fast fashion model of thousands of new styles annually fundamentally undermines these efforts. No water management or hazardous chemical targets.
More transparent than most fast fashion peers: published factory list, ethical sourcing framework, UN Global Compact participation. Does not publish factory audit scores, emissions data, or SBTi progress updates.
Mid-range for fast fashion ($20–$100). Quality is mixed: Trustpilot shows ~20% negative reviews citing thin polyester, inconsistent sizing, and quality comparable to Shein at higher prices. Returns process draws frequent complaints.
What they do well
- Lower Impact Collection. Now covers 40% of new arrivals, using GOTS-certified organic cotton, GRS-certified recycled polyester, and linen. More than most ultra-fast fashion peers offer
- Only ultra-fast fashion brand with B Corp status. Score 86.8/200 and science-based emissions targets through SBTi
- 100% of Tier 1 suppliers. Mapped, published, and SMETA-audited, with Tier 2–3 tracing underway
- Strong animal welfare stance: Fur Free Retailer, Four Paws partnership, published animal welfare policy with strong scores for animal welfare practices
- Circularity efforts. Includes a Trashie Take Back Bag partnership for clothing recycling and a 53% waste diversion rate at offices and distribution centres
Room for improvement
- The business model is the core problem. With ~3,900+ active styles, rapid trend cycles, and constant influencer-driven drops, the overproduction model contradicts sustainability efforts. Multiple experts call this out explicitly.
- No living wage commitment: Princess Polly acknowledges this as "one of the foremost challenges" but offers no roadmap or timeline. The 83% factory remediation rate suggests widespread compliance gaps.
- B Corp credibility concerns. The certification (barely above the 80-point threshold) has been called "more red flags than accolades" by Eco-Stylist. Academic analysis questioned whether ultra-fast fashion B Corp certification is an "oxymoron."
About Princess Polly
Princess Polly launched in 2010 from a beachside apartment on Australia's Gold Coast, founded by Eirin and Wez Bryett. The brand grew into a Gen Z fashion powerhouse, acquired by a.k.a. Brands (NASDAQ: AKA) in 2018 for a reported $50M+. Today it operates dual headquarters in Burleigh Heads and West Hollywood with 300+ employees.
Manufacturing is overwhelmingly based in China across 58 Tier 1 factories employing 3,800+ workers. The "Lower Impact" line, launched in 2022, incorporates GOTS-certified organic cotton, GRS-certified recycled polyester, and RCS-certified recycled materials. Each item must contain at least 50% lower-impact composition. The brand received B Corp certification in July 2025 (score 86.8/200) after a two-year process, generating significant controversy as critics argue ultra-fast fashion inherently contradicts B Corp values. Princess Polly also holds SBTi-approved targets and participates in the UN Global Compact.
Shipping is free on US orders over $50 (standard 3–6 business days). Returns are accepted within 30 days but incur handling fees, a recurring customer complaint. The brand accepts Afterpay, Klarna, and Shop Pay, and offers a 25% student discount. Strategies that arguably encourage overconsumption. Pricing sits in the mid-range fast fashion tier: cheaper than Reformation or Everlane, but notably pricier than Shein, with quality reviewers describe as inconsistent.
Product highlights
Uzo Top (Lower Impact)
Recycled polyester basic knit top
~$22.50
Affordable entry into the Lower Impact line; available in multiple colours
Slip Away Draped Halter Mini Dress
Going-out mini dress with lower-impact materials
~$75
Shows the eco line includes trend pieces, not just basics
Soft Fit Luxe Collection
Sculpting bodysuits and tanks in lower-impact velvety fabric
~$30–$60
Customers praise the quality and feel; merges sustainability with bestselling fits
Trashie Take Back Bag
Clothing recycling bag (fill with unwanted clothes, drop at UPS)
~$20
Princess Polly's circularity play. Accepts clothes from any brand
