Is Jaded London A Fast Fashion Brand? An Expert Breakdown!
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Jaded London is a British clothing brand with a focus on streetwear, founded in 2013 by two siblings Jade and Grant Goulden. The Goulden siblings, who come from a family that makes clothes, used their father's connections to UK-based suppliers to debut a small first collection in 2013, which was somewhat influenced by the look of Jay-Z and Kanye West's "Watch the Throne" tour.
Today, the brand is known for its eye-catching unique designs that attract Gen Z. It is affordable and has something for everyone.
Jaded London gained popularity quickly after it launched because a sizeable portion of its young clientage connected with the way that pop culture and street fashion were combined in its creations.
Sustainability Rating: 1/10
Category: Clothing, accessories, footwear
For: Women, men
Products: Beach and swimwear, denim and jeans, tops, bottoms, dresses, co-ords, skirts, outerwear, catsuits and playsuits, accessories, footwear
Style: Bold, trendy, street style
Quality: Average
Prices: £5.00-$120
Sizes: XS-L, 2-10 (US), 6-14 (UK), 34-42 (EU)
Fabrics: Nylon, spandex, polyester, yarn, cotton, viscose, synthetic leather.
100% Organic: No
100% Vegan: No
Ethical & Fair: No
Recycling: No
Manufacturing countries: China, Turkey, Morocco
Certifications: No
Interpretation Of The Sustainability Score
If a brand receives a sustainability score of 1 out of 10, it shows that it is not taking any measures to prevent the negative effects of its products on the environment.
They either have insufficient information on their website regarding their sustainability and ethical practices or they don’t make efforts to be sustainable at all, making their products questionable for being eco-friendly.
What Are The Sustainability Practices Of Jaded London?
Jaded London promises to make improvements wherever it is practical to lessen their impact on the environment and promote waste reduction at their corporate headquarters by organizing recycling campaigns, sorting and recycling products, donating used technology, using water faucets where available, and stocking kitchens with biodegradable and recyclable items.
However, the brand’s products are cheaply made, can be used a few times, and cannot be disposed of because of the toxic chemicals used. They have also never shown or given any proof of how they work to reduce their waste. They never shared sufficient information on this matter.
Are There Any Ethical Practices Of Jaded London?
We can’t say that Jaded London uses ethical practices. The brand’s clothing comes from factories in Turkey, Morocco, and China and according to their statement, "ethical manufacturing is something we feel very strongly about and are working towards full transparency with all of our suppliers."
However, the brand does not name its producers, making it impossible to determine which manufacturing facilities it is collaborating with or their labor practices or working conditions.
- Social Responsibility
For Social Responsibility, the brand states that they make donations to charities and keep enough money in the bank to make such contributions. However, they have never mentioned donating anything to charity. Also, they have never spread awareness through their campaigns regarding any positive subject that they claim on their website.
- Fair Labor Practices
According to Jaded London, the company pays frequent visits to its factories and only collaborates with vendors who support fair labor laws and human rights. But again, the brand has not shared any evidence regarding its statement. They are not transparent about whether their workers receive fair wages or do they have safe working conditions.
- Replication and Stealing Designs and Ideas
Jaded London frequently observes the newest fashion trends to expand their selection of clothing, like the majority of other fast fashion companies.
However, Jaded London has recently relied on "taking inspiration" from other smaller brands without giving due acknowledgment to the original artist. This is quite unethical for a brand that claims itself ethical.
Numerous items from the most recent Sydney Carlson x Jaded London collaboration resemble designs from smaller, independent designers.
The "Two face Tee" and "Tittie Tee" by Syndey X Jaded are very similar to items made by the independent company "Girls Girls Girls," which is run by Leeds student Grace Miller.
The 'KII SPIKE' top and skirt combo is also comparable to pieces made by the company Chet Lo. Even though the things in question are different, Chet Lo's trademark content has been copied.
The brand’s tie tops that have been made entirely from men’s ties are also a stolen idea from small creators.
It is a common greenwashing strategy of many fast fashion brands where they claim "ethical manufacturing," but they never reveal specifics about their supply chain, which is a huge concern.
And after knowing all of the unethical acts that Jaded London has done, we can’t consider it ethical at all.
Does Jaded London Ensure They Are Not Using Child Labor?
Jaded London itself claims that each of their factories receives frequent visits from the directors of Jaded London, and in the factories of their major suppliers, they employ independent staff members who share their commitment to upholding human rights and fair labor practices.
However, Jaded London does not share sufficient information about its environmental and labor policies which makes it unsure if they use child labor.
Since the brand originated in London yet its clothing is mass-produced in China, Morocco, and Turkey where child labor is common and cheap, we can still assume that it uses child labor.
Does Jaded London Have Any Animal Welfare Policies?
All of the Jaded London products are made from synthetic materials and have never used animal-derived materials which include animal skin, hair, fur, and silk.
However, the brand has still used leather and silk but it claims that both of them are synthetic. Still, there is no proof regarding this concern.
As Jaded London has never been transparent and has stayed quiet about its ethics and sustainability; it also does the same with regard to its animal welfare policies.
Sources:
https://www.thetimes.co.uk/article/7a5c3646-0b8e-11ee-aa7c-6e26d8c3ad9b
https://directory.goodonyou.eco/brand/jaded-london
https://www.tiktok.com/@maddypageknitwear/video/7234791960853138714
https://www.instagram.com/jadedldn/
https://jadedldn.com/pages/corporate-social-responsibility
https://fashionunited.uk/news/fashion/jaded-london-co-founder-chatsstreetwear-success/2019070244011