JADED London is one of the trendiest brands on the high street market right now. Known for its colourful and vibrant designs, vintage-inspired looks and distinct drops, this brand has been sported by many celebrities and influencers and has made around $100-250 million in web sales. Its edge and eye-catching designs and drops have easily made it successful as a brand. However, in terms of sustainability, their initiatives are a bit....jaded?
Most of their clothes are made of polyester, elastane and cotton. Their tops, t-shirts and dresses contain the oil-based fabrics of polyester and elastane, which are non-biodegradable. These fabrics are harmful to the environment as they end up in landfills once they are disposed of and add to water pollution through the microplastics which enter the water bodies when these fabrics are washed. Polyester and elastane are cheaper materials to work with, but JADED London should reconsider their impact and replace them with sustainable and cost-effective alternatives such as recycled polyester or deadstock fabrics which will suit their brand's aesthetic as well as repurpose unused fabrics!
On the other hand, their jeans are made of 100% cotton — a fabric that is organic and better quality than its oil-based counterparts. However, JADED doesn't mention what quality of cotton they use, if it is certified, or where it is supplied from. This information is important not just because their wide consumer base deserves to know if JADED has ethical, transparent and sustainable practices but also because this information also helps consumers decide if the quality of their clothes is worth the price point. Are $55 trousers worth the purchase if they are made of low quality, low durable cotton?
For its lack of transparency and choices of unsustainable fabrics, I will be giving JADED 0.5 planets in this section. Simply put, the brand should be more open about their practices and the quality of fabrics they use.
The brand has no other information about their sustainability practices and carbon emissions apart from their partnership with an un-named UK-based charity where they repair and donate their clothes to and a goal to use sustainable packaging. For these reasons, JADED gets 1 planet because it's a start but there is room for much more.
JADED's recipe for success has been its ability to stay on trend and react to changing trends quickly. The fast-fashion brand has new drops every 2 weeks and always produces whatever is most desired. However, the fast fashion model is not sustainable because it depends on these trend cycles to succeed, lowering the life of their garments. This disposable nature of clothes leads to rapid and massive overconsumption, adding to more waste and pressuring the current environment.
For the quality of materials and lack of information on their practices, JADED’s clothes are on the pricier side. Considering their main audience is Gen-Z, a generation that is more financially unstable and eco-conscious. JADED’s lack of transparency and high prices combined may risk alienating their main audience, therefore the company should reconsider their current practices.
On their website, all the information regarding their employees and workers are in a small section under corporate sustainability where they claim that they are free from 'unfair' and 'unlawful' discrimination and that the company works with a small number of factories in China, Morocco and Turkey. They also claim that they are “working towards full transparency with their suppliers, personally inspecting factories and employing staff to supervise” and maintain a standard of employment”. These claims by the brand bring up so many questions as JADED does not specify how much are their workers being paid, how their conditions are and what is JADED's said “standard of employment”. Once again, though the company states that they are making an effort to be fully transparent and sustainable but aren't delivering as they lack transparency regarding their practices.
JADED has also been under controversy for stealing its ideas from smaller labels and creators. Apart from their collaborations, the brand has made tees that resemble designs from 'Girls, Girls, Girls' - an independent brand from Leeds in England. I will be giving them 0.5 planets in this section because they need to give out more information on how their workers are paid and what hours and conditions they work in. Also, stealing ideas and not giving credit to original designers and profiting off it is very unethical and raises questions about these efforts.
JADED gets a total of 0.5 planets. In the coming years, what JADED could do to incorporate more sustainable and ethical practices is a move towards transparency about their practices. They could also think of ways they could repurpose old trends and pieces to encourage their consumers to re-wear old pieces which aren't on trend anymore. JADED's largest consumer base is Gen Z - a generation that is more environmentally conscious than ever - so a move to adopting sustainable practices will only benefit them.