Certified Fast Fashion Brand Princess Polly as B Corp - queries from a Sustainability Specialist with a 20-year background

In the ever-evolving world of fashion, a new player has emerged, one that's making waves with its ultra-fast approach - Princess Polly. Originating as a local boutique on Australia's Gold Coast in the mid-2000s, selling popular brands like Havaianas and Dr. Martens, the brand has since transformed into an online powerhouse.

Founders Wes and Eirin Bryett saw the potential in online sales and influencer marketing, transitioning Princess Polly online by 2010 and expanding into the U.S. market. The brand's success led to their parent company, A.k.a Brands, attempting to go public in 2022, and more recently, gearing up for a stock market listing.

Princess Polly's latest achievement is its B Corp certification, a highly respected sustainability standard that meets rigorous environmental, social, and governance (ESG) standards. Some view this as a positive intervention, arguing that it's better to have brands like this "inside the tent." However, the certification is not without criticism. Critics claim it rewards what's measurable rather than what's meaningful.

Ultra-fast fashion brands, including Princess Polly, thrive on a business model that prioritizes speed, scale, and disposability. They often hint at impending breakthroughs using AI or magic recycling to reduce trend-driven plastic garments' ecological impact. Yet, there's no compelling evidence to support these claims.

The term "Ultra Fast Fashion" refers to a new cohort of brands that sped up production, releasing new styles weekly or even daily, driven by real-time social media trends. This fast-paced approach has led to concerns about overproduction and the use of virgin polyester, contributing significantly to the apparel sector's emissions, which rose by 7.5% in 2023.

Sustainable fashion influencer and expert, Brett Stanniland, criticized Princess Polly's B Corp certification, stating that it should not be awarded unless the brand focuses on making and selling less, rather than fast trends and constant sales. A change that doesn't require a logo or certification.

Research shows that swapping 12 of the 33 annual fashion purchases for pre-loved items can cut a person's fashion footprint by about 30%. This underscores the importance of balancing consumer habits, values, and love for the Earth with respect for fellow humans.

As the debate over ultra-fast fashion continues, it's clear that the industry needs to adapt and find sustainable solutions. Meanwhile, publications like the UK's sustainability column, penned by a writer known as "the sustainability OG," are doing their part to keep the conversation going.

Other companies with a genuine environmental pedigree, like Patagonia and Allbirds, face more hurdles in obtaining B Corp status due to their development of proprietary materials and innovations. Princess Polly, which doesn't own factories or develop materials, faces fewer hurdles in obtaining B Corp status.

In a significant move, Princess Polly collaborated with ASOS earlier this year to create a stir in the UK, a significant market for ultra-fast fashion. As the brand continues to grow and evolve, it will be interesting to see how it navigates the complex world of sustainability and fast fashion.

Certified Fast Fashion Brand Princess Polly as B Corp - queries from a Sustainability Specialist with a 20-year background