Behind the Hype: Australian fashion brands' sustainability check

Let's talk about that Aussie fashion vibe – you know, the one that's all about looking cool without even trying. It's that sun-kissed, relaxed style that brands from Down Under have totally nailed. So it's no shocker that, as ELLE mentioned, everyone's suddenly searching for them. From Byron Bay's boho-chic to Melbourne's minimalist looks, Australian fashion has become the go-to for that perfect mix of aspirational and laid-back.

We recently saw ELLE's 'The Best Australian Clothing Brands To Know In 2025' guide, and it was seriously stunning, wasn't it? Every single fashion brand in there has its own unique energy. A special vibe. It's so easy to get swept up in the visual storytelling, to picture those gorgeous pieces of clothing hanging in your own closet. We definitely did. But as we were admiring the designs, a thought kept creeping in, a little nuance that we couldn't ignore. We felt we had to look "under the hood."

So here's the real question we asked ourselves: when you look past the perfect Instagram feeds and celebrity shout-outs, are these brands actually as good for the planet as they are for our wardrobes? We think true style goes deeper than just a great look. It's about ethical production, caring for the environment, and making a real positive impact. Using our Aloto web tool and Good On You's comprehensive ratings, we went on a deep dive. What we found was a complex landscape of excitement, and frankly, some disappointment. But we also found some sustainable Australian fashion brands that are genuinely leading the charge towards a more conscious fashion future.

What's Coming Up in This Guide

Thinking of diving in? Here are the key questions we'll tackle:

• What do those "Planet," "People," and "Animals" ratings actually mean when you're shopping for clothing? (Spoiler: it's way more complex than you'd think)
• Which sustainable Australian fashion brands are genuinely walking the walk, and which popular labels might surprise you with their scores?
• What's really happening behind the scenes in the Australian fashion industry—are we seeing real progress or just better marketing?
• How can you actually shop for conscious fashion without spending hours researching every brand? (We've got some practical tricks that actually work)

Understanding the Sustainability Scorecard

Okay, before we get into the nitty-gritty, here's a quick breakdown of how Good On You rates these brands. We dive much deeper into how this rating system works in our dedicated article, 'Brand Sustainability Rating: Unlocking the Secret to Ethical Fashion Choices', but here's the quick version. These are the three key areas where you can measure a brand's real commitment to sustainability.

• 🌍 Planet: This looks at a brand's total environmental impact. And it's so much more than just using organic cotton. It’s about the whole process. Are they using non toxic dyes? Are they actively working to reduce waste and minimize their climate impact? How much water are they using? And when your package arrives, is it wrapped in plastic, or have they invested in plastic free packaging? These details matter. A lot.
• 🤝 People: This is all about the human side of fashion. It means looking closely at supply chain transparency, ensuring fair employment, and answering the big one: are the people who actually stitch the garments paid a living wage? A living wage isn't the same as a minimum wage; it's enough for a person to afford a decent standard of living. And that, right there, is what really matters. This is the benchmark for true ethical production.
• 🐾 Animals: This part checks a brand's commitment to animal welfare. And it's not just about being "fur-free." It's about digging deeper. Is the merino wool they use certified mulesing-free? Do they use exotic animal products? A brand that cares will have a clear, public policy on this.

Brands get ratings from "We Avoid" (the lowest score) right up to "Great" (the highest). We've built this into Aloto so you can get the facts, fast.

The Big Reveal: Where Australian Fashion Brands Really Stand

Ready? Let's pull back the curtain on what's behind these coveted labels. We were excited, and sometimes, the results were a genuine letdown.

The Gold Standard: The Best Sustainable Fashion Brands on the List

Spell - "Great" Overall Rating

Let's start with a high note. A big one. The boho darling from Byron Bay, founded by two sisters, Spell is the undisputed sustainability leader on this list. Their whole vibe just screams easy-breezy coastal living — think floaty floral maxi dresses with their iconic, hand-drawn hibiscus flowers prints that you could wear to a beach wedding or a farmer's market. It's pure aspirational magic. But here's the best part: they back up this dreamy aesthetic with seriously solid action. Their "Great" environmental score comes from using a high proportion of organic cotton, digital printing to reduce water use, and clever low-waste cutting techniques. On the people front, they offer impressive supply chain traceability and have committed to a living wage for a portion of their workers, with clear goals to expand this. A true success story that gives us hope.

The Promising Players: On the Right Track

These brands are making genuine progress and show a strong focus on sustainable practices. They're the ones to watch, mostly rated "It's a Start," but they're clearly putting in the work.

• Bassike: A true pioneer of Aussie basics. Bassike built their brand on the philosophy that you should buy fewer, better things. Their high-quality organic cotton tees and trousers are investment pieces meant to be worn for years, which is a core principle of slow fashion. Their commitment to working with local makers is also a huge plus. While their Planet score is "Good" (4/5), their animal welfare policies ("Not Good Enough" 2/5) still need some work.
• Deiji Studios: Known for their luxe linen collections, this Australian brand scores a "Good" (4/5) on both Planet and People, which is a solid achievement. They use natural fabrics and recycle most of their fabric offcuts to minimise waste. However, like many, there's no clear evidence they pay a living wage across their entire supply chain, which is what holds them back from a top rating.
• Boteh: The aesthetic here is pure vacation mode. Those vibrant prints and unique swimwear cuts are incredible. This fashion brand uses some recycled materials and has a "Good" (4/5) rating for its policies on animal products. But to really step up, they need to be more transparent about their plans to reduce production scraps and minimize their climate impact.
• St. Agni: This Byron Bay brand is the embodiment of slow fashion. Their minimalist aesthetic is timeless. They often produce in limited runs — a fantastic way to minimise waste — and use recyclable packaging. This commitment earns them a "Good" (4/5) on Planet, but their "It's a Start" People rating shows a need for a clear living wage guarantee.
• Matteau: Their swimwear and resort wear are the definition of chic. Their "It's a Start" rating is consistent across the board (3/5 for Planet, People, and Animals). They use organic cotton, a definite plus. But when we dug deeper, we couldn't find evidence of policies to tackle material waste or ensure fair wages for workers.

The Mixed Bag: Good Intentions, Inconsistent Outcomes

Now, this is where things get interesting... Next up, let's talk about the brands where the picture gets a bit blurry. This is often the most confusing space for shoppers because a brand can seem to be doing good things in one area while completely ignoring another.

• Aje: While its overall rating is 'It's a Start', its score breakdown reveals a concerning picture that puts it in this "mixed" category. Their dresses are pure art — those puff sleeves, the cutouts, the colours. It's easy to fall in love. But then you look at their "Not Good Enough" (2/5) rating for People and that excitement just deflates. This score is a major red flag, stemming from a lack of evidence for a living wage and sourcing from regions with high risks of labor exploitation.

• Sleeping With Jacques: This brand is another classic example. They're great on animal welfare, earning a "Good" (4/5) rating for avoiding fur, leather, and down. We love to see it. But their "Not Good Enough" (2/5) scores for both planet and people show they have a long way to go with using sustainable materials and being transparent about their factories.
• Bec + Bridge: A go-to fashion brand for events and nights out for many Australian women. The designs are consistently on point. But when it comes to sustainability, the information is sparse. Without more transparency about their sustainable practices and production, it's impossible for them to earn a higher rating.

An Unpleasant Surprise: Big Names That Need to Do Better

This is the part that was a genuine letdown for us. It's disappointing when some of the most celebrated names in Australian fashion get a "Not Good Enough" rating. And what did we find?

• Zimmermann: Honestly, the Zimmermann rating is a real shocker. Their ultra-feminine, intricate designs are globally recognized and adored. But the brand's performance on sustainability is poor right across the board. It's a huge missed opportunity to lead on issues like reducing their climate impact, tackling production waste, or ensuring fair employment throughout their entire global supply chain. A high price tag clearly doesn't guarantee high ethics.Camilla: Famous for those incredible, vibrant prints and luxe fabrics, this brand is an explosion of colour and joy. But behind the beautiful kaftans, the brand is also rated "Not Good Enough" (2/5 across the board). They use few sustainable materials and show no evidence of trying to reduce their environmental impact.

• Camilla: Famous for those incredible, vibrant prints and luxe fabrics, this brand is an explosion of colour and joy. But behind the beautiful kaftans, the brand is also rated "Not Good Enough" (2/5 across the board). They use few sustainable materials and show no evidence of trying to reduce their environmental impact.
• Shona Joy: A powerhouse for event dressing. They do well on animal welfare, earning a "Good" (4/5) rating. But this is starkly contrasted by their "Not Good Enough" (2/5) scores for Planet and People, which point to a lack of a clear environmental strategy and no evidence that they audit their suppliers.

The Silent Treatment: When No News Is Bad News

Bardot - "We Avoid" Bardot gets our lowest rating, "We Avoid," simply because they tell us next to nothing about their practices. In a world where shoppers want to know what's up with the brands they support, being silent just isn't an option anymore. When brands won't discuss their climate impact or human trafficking prevention measures, that's a red flag. Without any info, we can't give them a pass. It's a black box.

The Bigger Picture: The Real State of Sustainable Fashion in Australia

So, why does this all matter to us? Because looking at these brands together reveals some clear patterns in the world of fashion. Our analysis shows the sustainability reputation of Australian fashion is often more aspirational than actual. While trailblazers like Spell are making a real positive change, many celebrated labels have significant work to do.

Key Patterns We Noticed:

• Only one brand (Spell) gets a "Great" rating. One.
• Most brands do better on animal welfare than on labour practices.
• Green efforts often focus on materials (natural fabrics, recycled materials) rather than the whole fashion cycle or embracing circular design.
• A living wage guarantee is still incredibly rare. This is a huge challenge, but it's the one that has the most direct positive impact on the lives of the people making our clothing.
• And speaking of trends, have you noticed that more and more brands are becoming corp certified? It's this tough, independent verification process that basically proves a company is walking the walk on social and environmental standards. It's a fantastic trend to watch, for sure.
• Celebrity hype and a cool Instagram feed mean absolutely nothing for sustainability performance.
• It's wild, but some of the biggest, most expensive brands often have the worst scores.

But it's not all doom and gloom! There's a massive opportunity here. The Aussie fashion scene is in a unique spot to become a leader in ethical manufacturing and slow fashion. Brands like the Melbourne-based Vege Threads and The Social Outfit (which empowers women from new migrant communities through a sewing school) are already proving it can be done.

Your Conscious Fashion Action Plan

So, what's the takeaway for you and your closet? Look, we're not suggesting you boycott any brands entirely. That would be pretty extreme, and honestly, it's not what we're going for. These brands make some genuinely gorgeous pieces, and several are actually putting in the work to improve things. It's more about getting a bit savvier with your shopping approach.

How Aloto Actually Helps (Without the Overwhelm)

You know that thing where you see something amazing online — maybe from a brand that has "sustainability" buried somewhere in their about page — and then you end up in this rabbit hole trying to figure out if they're legit or just good at marketing? Yeah, we've been there too. It's exhausting. So we built Aloto partly out of our own frustration with this process. You show it what you're eyeing up — search a brand, snap a photo of something you're considering — and it gives you the actual sustainability breakdown. No PhD required. Then it suggests other options from brands that are actually doing the work (Australian and international), with ratings and pricing so you can see what fits your style and wallet. When you find stuff you're genuinely excited about, it shows you where to grab it and compares prices. Way less detective work, way more clarity.

Why Your Shopping Choices Actually Matter

Sometimes it's tempting to think your individual purchases are pretty insignificant in the grand scheme of things. But with fashion, that's really not the case. Every brand you support is basically a vote for the kind of practices you want to see more of. This whole thing isn't about achieving perfection or feeling bad about past purchases (we've all made questionable shopping decisions). It's about having better information when you're deciding what to buy. When you pick brands that are genuinely working to reduce waste or ensure fair wages, you're part of pushing the whole industry in a better direction. Australian fashion is actually in a pretty unique position to lead on this stuff globally. We're seeing brands that are transparent about their environmental impact getting real support from shoppers. Your choices contribute to that momentum.

Ready to Try Something Different?

What if you could shop more intentionally instead of just reacting to whatever pops up in your feed? Check what your usual brands are actually up to beyond their carefully curated Instagram posts. Find alternatives that match your values without compromising on the looks you love. Take Aloto for a spin and see what happens when you shop with a bit more intention. Every thoughtful choice benefits your wardrobe, your values, and the planet. That feels like a pretty good way to approach fashion, honestly.