Is Cider Clothing Fast Fashion?

Many critics assert that Cider Clothing is making an effort to “pretend” to pursue sustainability in the fashion industry.

Cider is looking to demonstrate its dedication to mending the planet through its business operations, Brands are embracing the terms “sustainable fashion” and “eco-friendly practices” in an era where the fashion industry is considered one of the worst polluters.

Many companies misuse sustainability as a marketing strategy, even if they fail to meet the required standards. How then can we tell whether a company is genuinely moving toward sustainability or whether it is just hiding behind fast fashion?. In this article, we will examine the current contentious Cider case to clarify the situation.

What You Should Know About Cider Clothing.

Cider, a women’s clothing company with roots in Hong Kong, is well known for its wide selection of outfits which are also very affordable. Daxue Consulting compared Cider’s business model to Shein’s—the fast fashion retailer known for stylish female items, low prices, and aggressive social media tactics.

Cider’s projected annual revenue of $1 to $2 million is insignificant in comparison to Shein’s $22.7 billion and Forever 21’s $4 billion for 2022. Cider clothing mainly targets the Gen Z audience, gaining close to 5 million Instagram followers and 900,000 TikTok followers. 390 people have viewed the clothing featured under the hashtag #shopcider.

On their website, Cider proudly offers an eclectic selection of items from the 1970s and 1980s, as well as staples from the 2000s and today’s trends, all at unbeatable prices.

Is Cider a “fast-fashion” brand?

Yes, Cider has positioned itself as a fast fashion brand. It is clear that Cider Clothing has a propensity to quickly copy popular TikTok fashion trends because the company recently launched hundreds of products that are very similar to one another but cost much less.

For instance, among thousands of items with prices similar to yours, you might find a $8 coat or a $12 dress. While Cider’s website makes an effort to distance itself from the “fast fashion” label by advertising a “smart fashion app made-to-order,” boasting less waste compared to traditional retail, the specifics on waste reduction are hazy. Unaddressed issues include production materials, supply chain transparency, and working conditions.

Is cider clothing really ethical and sustainable?

Want to learn more about the ethics and sustainability of cider? Let us evaluate three crucial business factors: supply chain transparency, working conditions, and materials used.

Supply Chain Transparency and Labor Conditions

Despite the fact that Cider advocates for a “responsible supply chain at our core,” accountability concerns persist. All of Cider’s factories and suppliers are subject to the company’s “Cider Zero Tolerance Policy,” which guarantees:

• Respect and equality
• Health and safety
• Environmental problems
• Raw materials and production process
• Child labour prevention
• Freedom of association
• Salary

The brand has established benchmarks across four crucial categories—human rights, safety, the environment, and transparency—as part of its comprehensive zero-tolerance policy. Cider’s human rights policies enable employees to freely drink water and use the restroom during working hours.” Cider demands that “supplier reuse or recycle all waste sources wherever possible” in terms of the environment.

Cider’s lack of a clearly defined Code of Conduct between its manufacturers and suppliers puts the effective management of manufacturing operations at risk. Due to the vast number of collaborating designers globally, it is impossible to determine if anyone has copied Cider’s designs.

Conflicts over copyright infringement have resulted as a result, and recent accusations of copying Versace’s iconic 13 Going on 30 dress design have surfaced.

Materials

Through its “Recycled Fabric Collection,” which features fabrics that adhere to the Global Recycle Standard (GRS), including recycled cotton and polyester, Cider aims to promote sustainability.  However, this collection comprises only 68 styles; a fraction of the vast assortment on the website.

According to critics and online reviews, the majority of Cider’s products use potentially harmful materials like virgin spandex, viscose, nylon, and polyester. The brand’s involvement in the use of hazardous chemicals aggravates the environmental crisis. In addition, Cider says nothing about programs to cut carbon emissions and offers no proof that water use has decreased.

Finally, Cider has now started using d2w biodegradable bags. The bags Cider mentioned are from Oxo company which dated back to 2018 and have been inspected by the EU Commission. Many contend that these bags show no signs of biodegradation over an extended period of time.

Cider’s assertion that it is an AI-driven “Smart Fashion” brand driven by consumer demand is probably “greenwashing.” A cursory look through their collections reveals clothing with a starting price of $5, appealing to a culture of disposable goods. Lack of transparency regarding production facilities prompts worries about conceivable filthy factory conditions.

Perhaps, Cider is just one example of the fast fashion companies that must be avoided if we want a planet that is eco-friendly. These fast fashion companies promote a risky “disposable” lifestyle in addition to prioritizing passing trends over moral principles.