Fast fashion has become a topic of concern in recent years, as its detrimental effects on the environment and labor ethics have come to light.
Ethically-minded consumers are now seeking alternatives, hoping to find clothing options that are both stylish and sustainable.
Cider is a popular fashion brand, that has been gaining attention in the fashion industry recently (TikTok is full of Cider content!). But is Cider fast fashion?
Read on as I dig deep into the company to discover if Cider can be considered sustainable or just another greenwashing fast fashion brand using harmful fabrics like virgin polyester.
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Fast fashion is a term used to describe the fashion industry's rapid production and replication of trendy clothing.
Brands that fall into this category prioritize quick turnaround times, low-cost production, and frequent releases to keep up with ever-changing fashion trends.
This often results in adverse environmental impacts (such as climate change), poor labor ethics, and unethical animal welfare.
When it comes to Cider, it's essential to examine whether the brand fits the criteria of a fast fashion company.
Cider has gained popularity for its trendy and affordable clothing options, which may raise questions about its ethical and sustainability practices.
Despite a few token attempts by Cider (more on this later) to convince the world it cares about sustainability, there is little doubt that Cider IS a fast fashion brand!
And I'm not the only person who thinks so - far from it in fact.
Cider was established in 2020 by four friends who wanted to provide fashionable clothing options at affordable prices.
The brand quickly gained traction on social media for its trendy designs that cater to a wide range of customers.
Fenco Lin (Cofounder & Chief Fashion Officer) and Yu Oppel (Cofounder & CMO) are the driving forces behind the creative output of Cider.
Upon careful examination of Cider's extensive product selection (at suspiciously low prices), it becomes evident that it operates solely on a fast fashion business model.
This model focuses on creating new products as quickly and cheaply as possible by leveraging cheap labor and materials to bring new designs to market rapidly.
This allows Cider to move quickly from trend to trend, ensuring their designs align with the latest fashions. It also helps keep prices low and competitive.
Cider does not use sustainable fabric for its clothes. Most of its range is made from petroleum-based synthetic materials (polyester features heavily).
There is a section called Recycled Cider, which is dedicated to items made from recycled materials. However, it does not go far enough for two main reasons:
If you look at some genuine recycled clothing brands you will see they go much further, using up to 100% recycled fabrics in their entire range.
Cider appears to maintain transparent and responsible practices throughout its supply chain.
The brand had published a 'Zero Tolerance Policy' that it expects all suppliers and subcontractors to follow.
Three of the factories used by Cider all carry ethical certifications:
However, it's unclear if these are the only three factories Cider uses or if other (non-certified) factories are used. I've reached out for clarifications and will update this article if I hear back.
Animal welfare is a growing concern for many consumers, and Cider recognizes the importance of cruelty-free fashion by not using leather, real fur, etc.
However, many items on the Cider website contain uncertified wool and mohair.
The wool industry has a problem with cruelty. If Cider were genuinely committed to the welfare of animals, I'd expect them to use wool that's been certified cruelty-free by a respected third party (such as the Responsible Wool Standard).
Cider offers a good range of size options.
The sizes on offer vary depending on the product you're looking at, but options are often available from XXS to 4XL.
There's also a Curve & Plus section to help you quickly browse the plus-size offerings.
Free shipping is available on all US orders over $39. However, all orders are shipped with duty and tax unpaid, meaning there might be an import duty to pay on delivery.
Free returns are available within 14 days of your order arriving.
Traditional international shipping and returns are not considered best practices, and I can see no mention of carbon offset initiatives.
Also, giving credit where it's due, it's nice to see that since December 2022, all Cider products have been packed in biodegradable bags. However, the bags used have a bit of a chequered past, with many doubting their biodegradable credentials.
Is nothing straightforward with this brand? 🤔
Plenty of brands are available these days that steer clear of unethical business models and care about their environmental impact.
If you want ethical alternatives to Cider, you can start by looking for organic fashion brands that don't use synthetic materials.
Or, check out the hottest brands that make upcycled clothing, using discarded fabric and post-consumer waste to make amazing new garments that people love.
Yes, Cider operates similarly to Shein. It features weekly batches of numerous items and promptly removes products that fail to generate ample interest within a few days.
Yes, Cider is a legitimate brand and safe to buy from if you wish. However, I dislike its business model and would advise steering clear.
There used to be issues with Cider charging more for plus-sized items, but that appears to have stopped now. My research did not uncover any instances where plus sizes cost more.
Cider's clothing is cheap due to its fast fashion business model, which involves producing the items quickly and cheaply.
Cider was established in Hong Kong and operates from its headquarters in Los Angeles, California. The production of its garments takes place within a network of partner factories in Guangzhou, China.
Cider sells a small range of recycled items (certified by the Global Recycled Standard) but does not accept recycling donations. If you need help recycling old clothes, take a look at my repurposing and recycling article.
Yes, like most fast fashion brands, Cider does run small. The website has a fitting guide if you're unsure what size to order. Or, better still, don't order at all and shop at a more sustainable and ethical brand! 😉
The support was excellent when I asked questions about items (every reply was within 24 hours). However, emailing the Press and PR email addresses about my sustainability concerns was less fruitful (I'm still waiting to hear back).
No, Cider is not a vegan brand. It does sell many items that contain no animal products. But it also sells items containing wool products.
So, how ethical is Cider? Not very!
While it claims to be sustainable, I feel it needs to be more open and transparent, invest in more ethical materials, and start a proper recycling program to reduce waste.
I like the sound of the smart fashion and made-to-order systems mentioned on the Cider website. However, not enough information is shared to back up these claims.
For now, Cider isn't ethical - it's just another cheap brand with transparency issues.
If you're looking for genuinely ethical and sustainable fashion options, plenty of other brands have made more concrete commitments to sustainability and recycling programs.
Have you shopped at Cider? Did you get swept up in the social hype around the orange sweater? Or would you never shop from a brand like this in a million years? Drop me a line and let me know.
