EVER WALK INTO A STORE AND FIND AN ITEM YOU LOVE BUT YOU DON’T KNOW IF THE BRAND IS SUSTAINABLE? WE HAVE THE PERFECT APP FOR YOU: ‘GOOD ON YOU’ IS A BRILLIANT ON THE GO GUIDE TO CHECK OUT THE SUSTAINABILITY RATING OF A BRAND. WHAT’S GREAT ABOUT GOOD ON YOU IS THAT THE KNOWLEDGE IS RIGHT THERE IN YOUR HANDS, WHETHER YOU’RE IN A STORE OR SHOPPING ONLINE. THE APP HAS OVER 3000 BRANDS, REACHING FROM ZARA TO ZIMMERMANN.

words by HOLLY KELSEY
photographs by ANDREW DAY
creative direction SARAH MARIE FRANKEN

The app can be for everyone, whether that’s retailers, experts, sustainable enthusiasts or beginners on the subject. It’s actually perfect for those who don’t necessarily know how to shop sustainably but want to make a start. Good On You is an easy way to spot greenwashing and to help make more conscious purchase decisions. This is why Emma Watson is one of their biggest supporters and regularly shares the app with her audience. The ratings system focuses on three key areas: labour, environment and animals. For labour it looks at its workers across the supply chain, while for the environment they consider a brand’s use of resources and energy, carbon emissions, impact on water and waste disposal. For animals the use of fur, angora, and exotic skins is given a definite thumbs – down. Equally, the app recommends alternative options of brands with very good ratings. It operates a five level scale, going from Great, Good, Its’ a start, down to Not good enough and We avoid. If you can’t find a specific brand you can send the Good On You team a suggestion. They will rate the brand and add it to their list.

The background story

Gordon Renouf and Sandra Capponi created the concept in Australia in 2013. The app finally launched in 2015 with the aim of giving people practical, reliable information to make better shopping choices. Good On You’s motto is “Wear the change you want to see”. Capponi originally worked in banking on the operations and supply chain management side, a key lesson she learnt there was that, while consumers tried to make values-based buying choices, businesses lagged behind in helping them to do so. Similarly, in his work for consumer advocacy organisations, Renouf’s focus on championing consumer rights and giving them the information to make sustainable choices, taught him that there was actually a huge information gap.

How do I use it?

You just open up the app and search for a brand, when you land on their page you will see how they perform through the ratings system, Good On You rates all types of brands, from fast fashion and mid-range through to independent and luxury. On each brand’s page you have the option to directly message them to give positive feedback, encourage them to do better or ask a specific question. If the brand you searched for doesn’t have the best rating the app suggests alternatives that perform better. It also gives you details of your closest retail stockists. Another useful feature is the option to add brands to your list of favourites, so you that you can go back to them at any time.

How does Good On You come up with their ratings?

Good On You works with organisations such as FairTrade, Oeko-Tex Global Organic Textile Standard and Green Peace, as well as examining any information that brands put into the public domain, including company reports and advertising. This enables them to produce robust, reliable ratings based on rigorous assessment criteria. But it’s not about ‘brand shaming’; they just want to encourage brands to do better, by enabling consumers to engage with them in a very direct way.

Any extras?

In addition, the app has an Offers section where you can find out which brands are offering discounts and having sales. You can specify particular items in your search on the app, with many different categories to look for, such as sleepwear, swimwear, maternity, plus size, accessories, just to name a few.

There is also ‘Made From’, a guide to the fabrics you’re wearing and their impact on the environment, looking at anything from ethical leather, viscose alternatives, acetate, to hemp, cupro and many more. The range is enormous. They also have regular news updates on sustainable fashion.

Good On You has also partnered with e-retailer Farfetch for the section ‘Positively Conscious’, which includes hundreds of fashion brands that have been rated by Good On You. They have also partnered with The Outnet with their range of ‘Considered’ brands promoting circular fashion to help customers choose responsible fashion brands that do good.

In a nutshell

So, if you feel lost in a sea of greenwashing, or you’re daunted at the thought of wading through complicated facts and figures, this is the place for you. You have all the information you need on ethical, sustainable brands right at your fingertips, in one free, portable and highly entertaining app.

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