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Ethical brand ratings and accreditation since 2001

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How ethical is Joules? 

Joules, a fashion retailer owned by Joules Group Plc, is one of The Good Shopping Guide’s well-rated ethical brands. The brand receives an excellent Good Shopping Guide ethical score in our Ethical Fashion Retailers Ratings Table and therefore passes our benchmark as a good ethical brand.

We encourage other companies in the Fashion Retail sector to follow Joules’s example and adopt more ethical policies and practices.

In what areas does Joules perform well?

Joules performs well across all categories of our research, receiving high scores across all of our independently researched criteria for the Environment, Animals, and People.

For consumers particularly concerned about Joules’ environmental impact, take a look at the brand’s packaging commitments. Its goal is to have all of its packaging made from more environmentally friendly materials by the end of 2022. * Joules says it will achieve this by ensuring that: all internally created paper and card packaging is FSC certified, recyclable, or both, all plastic packaging made in-house will have recycled material and be recyclable, and that by the end of 2022, all inbound and outbound packaging must adhere to the same standards as packaging that was created in-house.

*Check back with Joules’ Responsibility page to see this brand’s regular sustainability updates.

Joules have created a financing facility with Barclays Bank Plc that is ESG-linked. This financing agreement ties Joules’ success to three of its Sustainability Performance Targets (SPTs) within its ‘Responsibly Joules’ commitments.

These ‘Responsibly Joules’ commitments are: lowering the intensity of carbon emissions, supplying 100% more sustainably sourced raw materials for goods, and increasing the level of employee engagement.

As a result of the Paris Agreement, Joules have established a target to reduce its carbon intensity by 25% over the following three years. Joules also collaborates with suppliers to lower indirect emissions from its supply chain. This fashion retailer is also certified GOTS (Global Organic Textile Standard).

For these initiatives, Joules scores well in our Environmental criteria; its Animal Welfare Policy is comprehensive. Joules is also a member of the Ethical Trading Initiative.

To find out more about Joules’ sustainability and ethics, see its website.

If your fashion brand values ethics and sustainability, why not check out The Good Shopping Guide‘s Ethical Accreditation? Increase customer and investor confidence and stand out from the greenwash.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Organic


  • Nuclear Power


  • Better Cotton Initiative



  • Animal Welfare



  • Armaments


  • Code of Conduct


  • Political Donations


  • Ethical Trading Schemes


  • Human Rights



  • Ethical Accreditation


  • Other Criticisms


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