Best Ethical Primark Alternatives: Fun Style Without Hauls

Before I share some more ethical alternatives to Primark, let me clarify something (in case you think that, because I’m now the co-founder of a sustainable fashion platform, I’m detached from reality or I’m going to judge you): I used to be obsessed with it myself!

In fact, my first time taking the train on my own to go to a different city was when Primark came to the Netherlands… just so I could do a haul there. As a fashionista on a student’s budget, it felt like a dream come true. 

But then I noticed its terrible quality, from heels breaking to “golden” accessories turning green. And years later, I also discovered the expensive human and environmental cost behind cheap fast fashion clothes.

So, I stopped shopping at Primark. If you’re also looking to do that but don’t know where to start, start here. 

Here are some more ethical Primark alternatives that, if you approach them mindfully, won’t break the bank.

Heads-up: the solution is not to do hauls from more sustainable Primark alternatives 

Many fashion brands are relying on greenwashing, “sustainable collections”, or pushing the idea that, as long as they involve an eco-friendly fabric, it’s okay to buy way more clothes than we need. 

In reality:

• We wouldn’t be wearing those garments long enough to justify the environmental impact of their production (30 times on average)
• We’d still be fuelling overconsumption and waste
• We’d keep needing to buy new clothes to feel trendy and happy (even though this cycle is actually keeping you unfulfilled in the long run)

So, before we look into these ethical Primark alternatives, let’s start with a mindset shift:

overconsumption is never sustainable. So, the best thing you can do is to think, buy, and (re)wear your clothes mindfully.

For example:

• Start from your style and embrace self-expression instead of chasing temporary trends or external validation
• Re-wear what makes you feel your best, and pair up the same items in different ways to create new outfits
• Don’t forget about the good pieces already in your wardrobe. When browsing these ethical alternatives to Primark, look for items that go well with those, too

Best Primark alternatives to test trends and find your style

If what you love the most about Primark is that it allows you to try different styles without a big financial commitment, guess what? You don’t have to buy new garments to experiment with fashion!

Consider:

• Renting clothes through platforms like Hurr, Rent the Runway, or By Rotation
• Swapping them with friends or people in your area (for example, I’ve been using—and loving—a platform called The Clothing Loop)

Primark alternatives to buy fun and cool clothes on a budget

Replacing Primark hauls with lots of second-hand pieces is not a sustainable solution, both because we’d still be fuelling overconsumption/waste and because this industry is NOT as ethical as we’d like to think.

However, buying second-hand clothes mindfully (for example, pieces you genuinely need and will keep wearing) is definitely better than purchasing lots of new fast fashion items.

So, consider thrift stores and online platforms like Vinted and Depop.

Ethical Primark alternatives for new clothes: best brands

“What brands are similar to Primark but higher-quality, made ethically, and more eco-friendly?”

Before I show you some exciting options, let’s make sure you have the right expectations: you won’t find new ethical clothes with the same pricing as Primark or other fast fashion stores. Why?

• Ethical brands pay their workers fair wages (whereas fast fashion often cuts costs by relying on sweatshops and child labour)
• They invest in eco-friendly fabrics and processes instead of cheaper and more widely available materials with a terrible environmental footprint 
• They make durable clothes that go beyond temporary trends (and that means they get to rely on fewer repeat purchases)

Therefore, they need higher prices to be profitable (and lots of them are struggling as it is).

But that’s also why it pays off to be mindful with your clothes: when you buy less but better and keep it for longer, you save money in the long run (= fewer purchases and lower cost per wear).

Now that we’re on the same page, here are some ethical alternatives to Primark that I bet you’re going to love!

Mon Col Avers

Think “Scandinavian minimalism with some French flair”. 

These beautiful clothes are made with natural fabrics and are entirely vegan. Also, workers are paid living wages.

C by Stories

While they don’t always use eco-friendly fabrics, they produce all their clothes locally and in small quantities, reducing waste and emissions.

I also appreciate the fact that they use leftover materials for limited-edition collections.

Armedangels

This sustainable Primark alternative focuses on fair rather than fast fashion: perfect if you want to be enthusiastic about the story behind your new pieces, too.

Lanius

This ethical Primark alternative has a very wide range.

You’ll find several eye-catching pieces too, but I think it’s especially ideal for your basics.

Thinking Mu

As well as basics, this higher-quality Primark alternative is perfect for a few more attention-grabbing casual pieces. 

Baukjen

This brand focuses on fair and transparent production, and they prioritise kind materials like recycled polyester and organic cotton.

You’ll find both monochrome and versatile pieces and more patterned and attention-grabbing ones, too. 

Alohas 

While they have a small range of garments too, this brand is a fantastic ethical Primark alternative for shoes, in particular. 

Find more ethical Primark alternatives on Project Cece

We brought hundreds of fair trade brands in one place, with filters to simplify your choice. 

For example, you can use our Price filter to find more ethical Primark-style clothes and accessories within your budget, as well as Materials and Labels to prioritise what matters the most to you, from vegan clothes to specific fabrics. 

Start shopping (mindfully)