10 Sustainable H&M Alternatives for More Affordable, Ethical Fashion
If you’ve ever walked into H&M “just to browse” and somehow walked out with three bags of clothes, you know exactly how tempting fast fashion can be. Trendy styles, low prices, and a steady stream of new arrivals keep us hooked and coming back for more. But that’s also the problem. H&M is one of the largest fast fashion brands in the world, producing at a scale that’s simply not sustainable.
The good news? You don’t have to give up great style to shop your values. These 10 sustainable H&M alternatives bring you the same wearable, everyday fashion, but with far less environmental and ethical cost.
Why We Don’t Shop at H&M
While H&M has marketed “Conscious” collections and recycling initiatives, the core of their business model is still overproduction. Thousands of new styles hit their racks each year, many made from synthetic, fossil-fuel-based fabrics like polyester that shed microplastics with every wash.
There’s also the issue of labor rights, while H&M publishes some supply chain details, garment workers are still widely reported to receive poverty wages and work in unsafe conditions. Add to that the sheer scale of their output, and it’s clear that small “green” collections can’t offset the harm caused by fast fashion’s churn-and-burn approach.
That’s why we choose to support brands that value transparency, quality, and people just as much as style.
Disclosure: Some of the links below are affiliated; we may earn a small commission if you click through and make a purchase. We only feature brands that align with our values and contribute to a better world. Thank you for supporting these brands - and us!
Here are 10 of our Favorite Sustainable H&M Alternatives:
1. Nazeerah
Shirt Price: $29+
Nazeerah's clothing is made-to-order, which means nothing is produced unless someone actually wants it, eliminating overproduction before it starts. Each piece is crafted from natural and upcycled fabrics, often featuring timeless silhouettes with modern details. This gives you the same easy wearability you might find at H&M, but with the quality and longevity that fast fashion can’t match.
Shopping Nazeerah also supports skilled garment makers directly, ensuring fair wages and ethical working conditions.
2. No Nasties
Shirt Price: $10+
If you head to H&M for casual, everyday cotton clothing, No Nasties offers a planet-friendly alternative. Everything they make is 100% organic and Fairtrade-certified, grown without pesticides and produced in a fully transparent supply chain. Their designs have a playful, easy-going feel, with simple silhouettes and bright colors that make getting dressed fun. Instead of supporting fast fashion's waste cycle,
No Nasties focuses on quality and ethical manufacturing. It’s clothing you feel good wearing, both for comfort and because it’s making a positive impact on farming communities and the environment.
3. Kotn
Shirt Price: $25+
Kotn is the go-to brand for elevated basics. They work directly with smallholder farmers in Egypt to grow the highest quality cotton while ensuring fair wages and investing in community projects like building schools. If you like H&M for its clean, versatile staples, Kotn offers the same aesthetic but in far better fabrics and construction.
Their minimalist designs, like soft tees and cozy sweaters, are made to last season after season, and every purchase supports a more transparent & equitable supply chain, making Kotn a true investment in better fashion.
4. OMNES
Shirt Price: $21+
OMNES delivers the trendy vibe that H&M shoppers love without the overproduction. This UK-based brand creates limited runs of pieces from responsibly sourced fabrics like organic cotton, TENCEL™, and recycled polyester. They design with versatility in mind, so their dresses, tailoring, and separates can be styled multiple ways and worn across seasons.
With their transparent supply chain information & strict sustainability guidelines, OMNES shows you can stay on trend while buying clothing that’s kinder to the planet. It’s a fashion fix that feels as fresh as fast fashion, without the waste.
5. Afends
Shirt Price: $31+
Afends is a great H&M swap if you are looking for relaxed, everyday streetwear. This Australian brand uses low-impact fabrics like hemp, organic cotton, and recycled fibers to create clothing that’s comfortable and looks good. Their aesthetic is laid-back but with a hint of edge, perfect for weekend wear or casual workdays.
While H&M relies on synthetic-based (polyester, gross) styles, Afends is investing in regenerative agriculture and ethical production. They show that casual fashion can be both fun and future-focused, without relying on mass production or cheap materials.
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6. Yes Friends
Shirt Price: $11+
Yes Friends is ideal for those who shop H&M for comfortable, go-anywhere clothing. Their pieces are made from certified organic cotton, dyed with low-impact processes, and produced in Fair Trade-certified factories.
From soft tees and linen trousers to easy dresses, these designs are versatile so you can wear them at home, out with friends, or while traveling. Yes Friends proves that sustainable fashion doesn’t have to be expensive.
7. Honest Basics
Shirt Price: $10+
Honest Basics is exactly what the name promises: affordable, sustainable wardrobe staples. If you usually stock up on H&M’s basics section, this is the ethical version.
Their collection includes everything from classic tees and tanks to leggings and underwear, all made from GOTS-certified organic cotton in transparent factories. Prices are intentionally kept accessible so more people can choose sustainable options.
8. Known Supply
Shirt Price: $18+
Known Supply goes beyond making ethical clothing, they make the process personal. Each garment comes with the name of the person who made it, connecting you directly to the maker.
Their clothing is casual, comfortable, and perfect for everyday wear, similar to the pieces you might grab from H&M. The big difference? Everything is made from organic and recycled fabrics, with fair wages and safe conditions as non-negotiables. Known Supply puts a human face to your wardrobe, reminding us that fashion is always made by people, not machines.
9. Toad&Co
Shirt Price: $48+
Toad & Co is for the H&M shopper who loves variety, they offer dresses, sweaters, pants, and outerwear that transition easily from work to weekend. Their fabrics include organic cotton, hemp, and TENCEL™, and they’re committed to reducing waste through initiatives like their clothing resale platform.
The designs are casual yet refined, giving you pieces you can wear year after year. Unlike H&M’s trend-driven turnover, Toad & Co’s styles are timeless, and their quality means you’ll replace them far less often, saving money and reducing your environmental footprint.
10. CHNGE
Shirt Price: $19+
CHNGE gives you the bold graphics and casual streetwear that H&M often carries, but with a genuine commitment to ethics. All of their clothing is made from 100% organic cotton in Fair Trade-certified factories, and they’re fully carbon neutral.
CHNGE also uses their platform to highlight social and environmental justice issues, so you can wear your values on your sleeve, literally. Their hoodies, tees, and sweatshirts are built to last, meaning you won’t be replacing them after just a few washes.