Missguided

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Missguided Sustainability Actions

Fast fashion business model

Independent assessors describe Missguided as a fast fashion brand that sells short-lived products and changes styles often. Good On You says this model encourages overbuying and makes it harder to reduce waste. The Commons Earth also says the brand’s approach pushes overconsumption and uses natural resources in a way that is hard to make sustainable without major changes to the business model.

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Limited lower-impact materials

Good On You says Missguided uses few lower-impact materials. That means there is little public evidence that it relies on fabrics that usually have a smaller environmental footprint, such as recycled or certified organic fibres. The rating also says there is no evidence of meaningful action to cut water use or reduce textile waste in the supply chain.

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No clear worker safeguards

Good On You says Missguided sources its final stage of production from countries with a high risk of labour abuse. It also says there is no evidence that the brand gives suppliers financial security, supports diversity and inclusion in the supply chain, or pays living wages. During the COVID-19 pandemic, it also did not disclose enough policies or safeguards to protect supply-chain workers from the virus.

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Low transparency on reporting

The Commons Earth says Missguided’s sustainability reporting is incomplete or nonexistent. That means the brand has not made enough public information available for outsiders to check its environmental and social claims properly. The same assessment gives the brand very low scores for materials, slow consumption, and accountability, showing weak public disclosure across several areas.

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