Saw It First Sustainability Profile

Saw It First is a UK fast-fashion brand, so its sustainability picture is mixed and limited. The third-party material here shows some links to circular fashion and skills training, but it also places the brand inside wider criticism of fast fashion for waste, overconsumption, and labour risks. Independent coverage notes that the brand was replaced as Love Island’s fashion partner by eBay’s pre-loved wardrobe, which was framed as a move away from throwaway fashion. Another source mentions the brand’s support for a Leicester textiles training academy, which points to investment in local skills. However, there is no clear public sustainability report, no formal third-party sustainability rating found here, and no verified certification listed in the material.

Positive Sentiment Found
The positive signals are limited, but there are a few. One source says Saw It First invested £150,000 in the Fashion Technology Academy in Leicester, a training project meant to build skills in the local textiles industry and improve standards. That suggests some support for worker training and local manufacturing capacity. The brand was also mentioned in coverage of Love Island’s move toward pre-loved fashion, which placed it inside a broader shift away from throwaway clothing. However, this was not a direct sustainability endorsement of the brand itself. No independent sustainability certification or formal third-party rating was found in the material, so the positive picture is narrow and mostly indirect.

Common Criticisms:
The negative sentiment is stronger and comes mainly from independent fashion coverage. Saw It First is repeatedly described as a fast-fashion brand, a model often criticised for encouraging overbuying and short product lifecycles. One article says the brand sold clothing from as little as £2.80 and notes that Love Island moved away from it toward eBay’s pre-loved wardrobe, with the change framed as a response to criticism of throwaway fashion. Another source places the brand in wider debates about fast fashion’s environmental and labour harms, including waste, overconsumption, and supply-chain risk. No public sustainability report, verified certification, or independent sustainability score was found here, which leaves major gaps in transparency.