Missguided

Is Missguided an ethical and sustainable fashion brand?

Missguided is a UK-based online fast fashion brand which is owned by Roadget Business Pte Ltd, which also owns Shein. The Good Shopping Guide has given this brand a low Ethical Rating. Unfortunately, this brand receives a low Good Shopping Guide Ethical Score in our Ethical Fashion Retailers Ratings Table and has not met our minimum Ethical Benchmark.

In what areas does Missguided perform poorly? 

For its Environmental Report, Missguided scores very poorly. We rate brands’ Environmental Reports as this evidences progress, action plans and targets. Unfortunately, whilst Missguided had, at one time a CSR page on its website (which provided some information on the environment) this contains no targets. Please note that this CSR is no longer available to the public, though its Modern Slavery Act is still accessible online (at the time of writing). This leaves much to be desired, as customers and investors are not able to assess this brand’s commitment to a sustainable future, and therefore if this brand is worth investing in. Missguided also loses points in our Environment criteria for its lack of Organic certification or products. Missguided is also not a member of the Better Cotton Initiative.

For those concerned about Animal Welfare, it is worth knowing that some Missguided ‘fake fur’ products have been found to contain cat fur. This is irresponsible sourcing of materials and Missguided needs to be more informed about the resources used in its supply chain, otherwise, it is in danger of deceiving consumers in the future as well.

How can the Missguided brand improve its Ethical Rating?

The Good Shopping Guide’s score results from 15 ethical criteria in relation to Missguided. To reach our Ethical Benchmark and qualify for our Ethical Accreditation, Missguided has several issues to deal with, including its standard of Human and Animal Welfare, and its care and consideration for the Environment.

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.