The world of fashion is shifting to a path of sustainability. More than ever, consumers are choosing brands that reflect their values. One brand leading the way is AllSaints – a business doing good by stepping boldly away from fast fashion and towards a future built on ethics, sustainability, and human dignity.

AllSaints: the sustainability style icon fighting fast fashion

From its commitments to sustainable materials, to transparency in its supply chain, AllSaints is reshaping the conversation around what it means to be fashionable and fair.

In a world where clothing can come at the cost of someone else’s freedom, AllSaints chooses to be part of the solution. That’s a vision Not For Sale proudly shares.

Together, we’re disrupting the systems that allow exploitation to flourish, and proving that business can be a force for good. We believe in a world where people and planet thrive through enterprise. And it starts with partnerships such as this one.

Beyond fast fashion: The antidote is accountability

Fast fashion thrives on shortcuts. Cheap labor. Disposable garments. Hidden costs borne by the planet and the people who make the clothes. But AllSaints is doing things differently – from using responsibly-sourced materials to publishing an annual Modern Slavery Statement that holds itself accountable to real change.

This is what conscious fashion looks like:

• 100% of tier 1 factories independently audited.
• A roadmap to reduce greenhouse gas emissions by 46% by 2030.
• A firm stand against forced labor and human trafficking.
• Charitable partnerships that drive direct, measurable impact.

Why sustainability matters in the fashion industry

When you buy from a brand that chooses transparency over trend cycles, you invest in more than just clothes – you invest in people. That’s the work Not For Sale does every day, dismantling the systems of exploitation, one person, one enterprise, one partnership at a time.

The fashion trend of fighting for what’s right

Consumers today are more informed, more connected, and more values-driven than ever before. They’re asking deeper questions – not just what something costs, but who pays the price.

Increasingly, if a brand can’t answer that honestly, customers are walking away. In an age of climate crisis, social unrest, and global inequality, the modern shopper wants more than a transaction. They want transformation.

Over the past decade, we’ve witnessed a clear shift: sustainability has moved from the margins to the mainstream. What once sat in the realm of niche eco-brands is now an expectation for any business hoping to earn long-term loyalty.

Gen Z and Millennials making their voices heard

Reports consistently show that consumers – especially Gen Z and Millennials – are willing to spend more with companies that reflect their values. And they’re backing that intent with action, ditching fast fashion in favor of quality, transparency, and ethical production.

This growing awareness is reshaping entire industries. The pressure is on for brands to clean up supply chains, reduce their environmental impact, and take public stances against exploitation and injustice.

It’s no longer enough to simply sell – brands must now serve. And those that do are seeing not just customer loyalty, but genuine community-building around shared principles. This is consumerism with a conscience – and it’s here to stay.

This is your invitation to do fashion differently

Whether you come for the style or stay for the mission, this alignment between Not For Sale and AllSaints is more than a collaboration – it’s a challenge to the status quo. A call to wear your values on your sleeve. A reminder that what you wear should never come at the cost of someone else’s freedom.

Join us. Stand for something. And look good doing it.

• Support Not For Sale and support sustainability in style around the world.