- ASOS is a global online fashion brand. Its main target focus on young adults around 20s.

As a big name
in the retailing industry, it have sold over 800 brands, including it own range of clothes to 190 countries
all round the world. Their long-term vision is to embrace sustainable development, which mean profit is
still their number one target but at the same time, they make sure to respect people and environment,
helping their customer to “look, feel and be their best”.

So how ethical is the brand?

Since establishment, ASOS has always set goal to increase integrity in business practice. They ethical
practice focus on improving ethical trade, sustainable sourcing and animal welfare.

The sustainable sourcing programme comprises four pillars:

 Traceability of raw materials: Mapping our commodities to better understand and influence
how they are sourced. We’ve partnered with a number of working groups and organisations to
help us measure, reduce and report on the environmental impacts of our products throughout
their life cycle. (Better Cotton Initiative (BCI) – 80% more substainable cotton from india and
turkey, Cotton Made in Africa (CmiA) to improve living condition of African farmer)
https://www.asosplc.com/corporate-responsibility/our-products/sustainable-sourcing-
partnerships )
 Lowering environmental impact: Increasing the conversion from traditional materials and
processes to lower-impact alternatives. (By signing SCAP’s 2020 Commitment they are aiming to
reduce the carbon, water and waste footprint of our clothing by 15% by 2020. Become the 1st
carbon neutral retailer according to the Guardian 2013 )
 Craftsmanship: Investing in suppliers and projects that support local skills and community
development. (ASOS has been a partner of SOKO, a sustainable clothing manufacturerin Kenya
and help providing training skill for worker in Kenya)
 Engaging customers on sustainability: Providing customers with opportunities to buy sustainable
fashion and to reduce toxic waste to environment (the eco edit program enable customer to
shop for sustainable and trendy product.
 Moreover, ASOS also commit to ethical trade. They took action into improving labor right and
prevent child labor in their supply chain. Since 2009 ASOS has been a member of the Ethical
Trade Initiative (ETI), which guarantee respect for workers’ rights internationally.