Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Can an Ultra-Fast Fashion Brand Be ‘Sustainable’?

US-Australian Shein competitor Princess Polly recently received B Corp certification, gaining a coveted stamp of approval from one of the world’s leading corporate responsibility labels.
Models pose in clothes from ultra-fast fashion brand Princess Polly.
Ultra-fast fashion brand Princess Polly has gained B Corp certification. (Princess Polly via Inst)

Browse US-Australian brand Princess Polly’s website and you could be looking at any of dozens of low-cost, ultra-fast fashion platforms

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Search for the Next Shein

Investment firms like Andreessen Horowitz are backing start-ups that mimic the Chinese fast-fashion giant’s blueprint, as they look to build the next big Gen Z label.

About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sustainability
How fashion can do better for people and the planet.

Fashion Searches For a New Climate Solution

Coach-owner Tapestry’s new carbon-removal partnership and brands making fresh commitments to textile-to-textile recycling startups show an industry searching for ways to address its environmental impact.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON