Fashion Innovation

Good On You – Learn About Ethical Fashion Brands Really Are


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There’s a new app called ‘Good On You’ designed to tells you how ethical fashion brands really are.

Now that that fashion is the world’s second-largest industrial polluter behind oil and gas, it has become impossible to ignore the connection between what we wear and where or how it was made.

But, ethical shopping is hard and, without the right tools and information, can feel near on impossible.

Good On You is a free app that helps people make better purchasing decisions based on their principles.

Good On You app allows users to see how ethical fashion brands are
Founded in 2013 by Gordon Renouf and Sandra Capponi, Good On You first launched in Australia in 2015.

Then, the app rolled out in Europe, to become one of the most popular apps of its kind, in the world.

So, how does it work?

To start with, the app is storing data for more than 2,000 brands.

Then, the app allows users to type in the name of a brand, or a type of garment, and see a rating of 1-to-five, as well as a summary of just how ethical the company is.

The app ranks brands on a number of areas by using information from the brand’s own reported data.

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But, the app also uses certification schemes – including Fair Trade and Global Organic Textile Standard, and investigations by NGOs such as Greenpeace.

These investigations include people (workers across the supply chain), the planet (use of resources and energy, carbon emissions, impact on water and waste disposal), and animals (use of fur, angora, shearling, leather and exotic skins).

It’s also important to note that the more publicly available information there is on a brand, the easier it is for Good On You to rank them.

AI Fashion Advice - good on you appAs such, if a brand chooses to withhold information about its ethical practices, it gets a lower score.

Among the brands that score well are Stella McCartney and Adidas while labels that have achieved rankings of one or two out-of-five include Maje, Free People, Whistles and Louis Vuitton.

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A decade of fashion; here’s to the next one.

The past decade has been turbulent – and defining – for fashion: child labour, climate crisis, gender inequality, animal cruelty, and reckless plastic pollution, just to name a few.

At the beginning of this decade, the COVID-19 pandemic gave us a glimpse into the future of fashion:

If not ethical and sustainable, it will soon be ‘all-digital’.

That’s why finding media that covers the intersection of fashion with innovation for a sustainable future is so critical right now.

Finding media that informs all, without paywalls, is even harder, especially now in times of social media misinformation.

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