Top H&M Competitors and Alternatives in 2024

H&M, a fast fashion giant, has faced concerns over its impact on the environment and workers’ rights. While the brand has made some progress, there are still challenges to address. For those looking to support more ethical and sustainable alternatives, there are several brands that offer stylish and affordable clothing while considering the planet and its inhabitants. These brands, rated “Good” or “Great”, can serve as competitors or alternatives to H&M in the fashion retail industry.

As consumers become more conscious of the environmental and social impact of their shopping choices, they are seeking clothing brands like H&M that prioritize sustainability and responsibility. Whether it’s rival companies of H&M or similar stores to H&M, there is an increasing demand for popular brands that compete with H&M in the fast fashion market.

These leading retail competitors of H&M have emerged as trendy fashion brands, offering fashionable and affordable clothing options while taking steps to minimize their impact on the planet. By supporting these H&M competitors, individuals can contribute to a more sustainable and ethical fashion industry.

In the sections that follow, we will explore ten top H&M competitors and alternatives that are worth considering. From responsible fashion brands to sustainable clothing brands, these companies prioritize ethical practices, lower-impact materials, fair treatment of workers, and are committed to making a positive impact on the fashion industry.


Spell is an Australian responsible fashion brand that embodies the principles of sustainability and ethics. Drawing inspiration from far-off places, vintage treasures, and childhood memories, Spell creates timeless fashion pieces that resonate with individuals seeking style and substance.

With a commitment to using lower-impact materials, the brand carefully selects fabrics that are both eco-friendly and durable. By incorporating organic cotton, recycled polyester, and other sustainable materials into their designs, Spell ensures that each garment contributes to a more sustainable future.

One of the core values of Spell is their dedication to fair treatment of workers. They design and sample their clothes in Byron Bay and produce them responsibly in factories around the world, ensuring that all workers involved in the production process are treated ethically and paid fair wages.

By embracing the principles of responsible fashion, Spell has established itself as a sustainable clothing brand that offers an alternative to fast fashion without compromising on style. Their timeless fashion pieces reflect a conscious choice to prioritize both environmental and social well-being.

To learn more about Spell and explore their collection of sustainable and ethical fashion, visit their website.


Kotn is a renowned Canadian fashion brand that goes beyond style and trends. With a commitment to sustainability and social impact, Kotn stands as a beacon for ethical fashion in the industry.

Driven by a mission to provide quality education for farming communities, Kotn works closely with local NGOs to make a real difference in the lives of children. By supporting Kotn, customers not only contribute to the creation of beautifully made garments but also help fund school infrastructure and teachers’ salaries.

In line with their sustainable ethos, Kotn utilizes lower-impact materials in their production processes, minimizing the environmental footprint of their products. From the sourcing of raw materials to the manufacturing stage, every step is carefully considered to ensure the fairest and most sustainable practices.

Recognized as a sustainable fashion brand, Kotn places a strong emphasis on fair wages for all workers in their supply chain. By prioritizing fair compensation, Kotn is empowering people and communities, creating a positive ripple effect that extends far beyond their clothing collections.

When you choose Kotn, you choose a Canadian fashion brand that is transforming the industry and setting new benchmarks for sustainability, social responsibility, and quality craftsmanship.


ABLE is a US clothing brand that is making a social impact through its commitment to slow fashion and women empowerment. By producing garments using lower-impact materials, ABLE is dedicated to reducing its environmental footprint. Furthermore, ABLE pays a living wage to women facing extraordinary circumstances, empowering them to thrive and support their families.

In addition to using lower-impact materials, ABLE minimizes waste by implementing innovative strategies such as reusing water and materials in its production processes. By making conscious choices throughout its supply chain, ABLE ensures that each product is not only a stylish addition to one’s wardrobe but also a powerful investment in women around the world.

Rated “Good” for its sustainable practices, ABLE exemplifies the positive change that can be achieved in the fashion industry. By choosing ABLE, customers can align their fashion choices with their values, supporting a brand that prioritizes social impact, slow fashion, and women empowerment.


OMNES is a UK-based brand that is revolutionizing the fashion industry by challenging traditional norms. They are committed to responsible fashion, offering high-quality womenswear that is both affordable and sustainable.

Unlike many fast fashion brands, OMNES understands the importance of producing clothing that is not only trendy but also has a positive impact on the environment and the people involved in the production process. By prioritizing sustainability, OMNES aims to inspire the rest of the industry to follow suit.

Their range of womenswear is carefully crafted with attention to detail, ensuring that each piece is of the highest quality. OMNES believes that fashion can be both stylish and responsible, and they strive to create clothing that will stand the test of time.

OMNES is passionate about making responsible fashion accessible to everyone. They believe that sustainable clothing should not come at a premium price, which is why their collection is designed to be affordable without compromising on quality or ethics.

By choosing OMNES, customers can feel confident that they are making a conscious choice to support a UK-based brand that values responsible fashion. With their commitment to affordability, high-quality womenswear, and sustainability, OMNES is leading the way towards a more conscious and compassionate fashion industry.


CHNGE is a US sustainable fashion brand that is committed to reducing the environmental impact of fashion. They prioritize sustainability by using 100% organic material to create their clothes. By opting for organic materials, CHNGE ensures that their garments are free from harmful chemicals and pesticides, making them better for both the planet and the people who wear them.

What sets CHNGE apart is their focus on creating long-lasting clothes. They believe in quality over quantity, which means that their garments are designed to withstand the test of time. By investing in CHNGE’s long-lasting clothes, customers can build a sustainable wardrobe that reduces waste and promotes a more responsible approach to fashion.

CHNGE is dedicated to making a statement with their clothing. Their designs are not only stylish but also serve as a conversation starter about the importance of sustainability in the fashion industry. By wearing CHNGE, customers can showcase their commitment to sustainability and inspire others to join the movement.

As a brand that prioritizes sustainability and offers long-lasting clothes made from 100% organic material, CHNGE is a leading player in the US sustainable fashion market. Their commitment to ethical and environmentally-friendly practices has earned them a “Good” rating, making them a trustworthy choice for conscious consumers.


Afends is an Australian fashion brand at the forefront of the hemp fashion movement. With a commitment to sustainability and environmental inspiration, Afends seeks to create clothing that is both stylish and mindful of the planet. The brand draws inspiration from the natural world, using the beauty of the environment to influence their designs.

One of Afends’ key focuses is hemp fashion. Hemp is a natural and sustainable material that requires minimal water and pesticides to grow. It is also highly versatile, allowing for the creation of durable and comfortable clothing. Afends owns farmland where they grow their own hemp crops, showcasing their dedication to the hemp revolution and reducing their environmental impact.

As a brand that values sustainable fashion, Afends prioritizes the use of ethical and environmentally friendly practices throughout their production process. They actively seek innovative solutions to lessen their footprint, ensuring their clothing is made with the least amount of harm to the planet. Afends is dedicated to driving positive change within the fashion industry, inspiring others to follow their lead in creating more sustainable clothing options.

Afends’ commitment to sustainable clothing and their environmental inspiration sets them apart as a leading Australian fashion brand. Their innovative approach to using hemp and their dedication to positive change make them a popular choice among those seeking stylish and environmentally conscious fashion options. With a “Good” rating, Afends is a brand that not only offers quality clothing but also contributes to a more sustainable future for the fashion industry.

Yes And

Yes And is a popular US brand that is well-known for its prints and comfortable jersey basics. Their clothing is loved for its unique designs and high-quality materials. Yes And stands out in the fashion industry for its commitment to sustainability and the use of lower-impact materials.

When it comes to their prints, Yes And showcases a range of eye-catching patterns and colors that appeal to a variety of tastes. From bold and vibrant to subtle and understated, their prints add personality and style to their collections.

Beyond their prints, Yes And also focuses on offering comfortable jersey basics that are versatile and easy to style. Their collection includes wardrobe essentials such as t-shirts, dresses, and loungewear, all made with the utmost attention to detail and comfort.

One key aspect of Yes And’s commitment to sustainability is their use of lower-impact materials. They prioritize materials like organic cotton and TENCEL Lyocell, which have a lower environmental footprint compared to conventional fabrics. Additionally, Yes And ensures that their dyes are non-toxic, further reducing the impact on the environment.

Yes And understands the importance of inclusivity and aims to cater to a diverse range of body sizes and shapes. Their inclusive sizing options ensure that everyone can find the perfect fit and feel comfortable in their clothes.

Overall, Yes And is a US brand that offers a unique collection of prints and jersey basics. Their dedication to sustainability and their use of lower-impact materials make them a great choice for those who value both style and responsible fashion.

Frankie Collective

When it comes to innovative women’s streetwear, Frankie Collective is a brand that stands out. With a passion for pushing boundaries and setting a standard of responsibility in the fashion industry, they have captured the attention of fashion-conscious individuals looking for unique and sustainable clothing options.

What sets Frankie Collective apart is their approach to vintage rework. By transforming pre-loved garments into contemporary pieces, they give new life to forgotten fashion. Through their skilled craftsmanship, they create innovative designs that blend vintage aesthetics with modern streetwear trends.

Frankie Collective’s commitment to sustainability goes beyond reworking vintage clothing. They actively seek out materials and processes that have a lower impact on the environment, ensuring that their creations are not only stylish but also responsible.

By choosing Frankie Collective, customers can confidently support a brand that is dedicated to both style and sustainability. With their rating of “Good,” they have proven themselves as an industry leader in responsible fashion. Explore their collection and discover the unique and socially conscious pieces that make Frankie Collective a standout brand.

Honest Basics

Honest Basics is a GOTS-certified basics brand based in Germany. They are committed to making sustainable fashion accessible to everyone by offering affordable options that prioritize environmental consciousness and constant improvement of sustainability.

As a GOTS-certified brand, Honest Basics follows strict guidelines to ensure that their products meet high organic and ethical standards. They prioritize the use of organic materials and fair labor practices throughout their supply chain, making them a trustworthy choice for those seeking affordable sustainable fashion.

What sets Honest Basics apart is their dedication to constant improvement. They believe in always striving to do better and work towards reducing their environmental impact with each collection. By incorporating more sustainable practices, such as adopting innovative production techniques and sourcing materials responsibly, Honest Basics aims to contribute to the overall improvement of sustainability in the fashion industry.

Their commitment to accessible sustainability also extends to their pricing strategy. Honest Basics aims to keep their prices low, making their clothing affordable for a wider audience. Their goal is to ensure that everyone can have quality basics in their wardrobe without compromising their values or budget.


If you’re looking for ethical and sustainable alternatives to H&M, there are numerous brands that offer stylish and affordable clothing while prioritizing sustainability and responsible practices. Spell, Kotn, ABLE, OMNES, CHNGE, Afends, Yes And, Frankie Collective, Honest Basics, and others are just a few examples of these brands. By supporting these competitors and alternatives to H&M, consumers can make a positive impact on the fashion industry and contribute to a more responsible approach to clothing production and consumption.

These brands prioritize sustainability by using lower-impact materials, such as organic cotton and hemp, and ensuring fair treatment of workers. Their commitment to ethical fashion translates into high-quality, timeless pieces that are built to last and promote a more sustainable wardrobe.

By choosing these responsible brands as alternatives to H&M, consumers can make a statement with their fashion choices and contribute to a more sustainable future. Together, we can support responsible brands and promote ethical practices within the fashion industry.


Who are the top competitors and alternatives to H&M in 2024?

Some of the top competitors and alternatives to H&M in 2024 are Spell, Kotn, ABLE, OMNES, CHNGE, Afends, Yes And, Frankie Collective, and Honest Basics, among others.

What makes Spell a responsible fashion brand?

Spell is a responsible fashion brand that offers timeless styles made with lower-impact materials. They also aim to ensure fair treatment of workers.

How does Kotn contribute to sustainable fashion?

Kotn is a Canadian brand that works with local NGOs to provide quality education for children in their farming communities. They use lower-impact materials and ensure fair wages for workers.

What social impact does ABLE create?

ABLE is a US clothing brand that produces slow fashion and pays a living wage to women facing extraordinary circumstances. They also use lower-impact materials and minimize waste.

What does OMNES offer as a UK-based fashion brand?

OMNES offers high-quality womenswear that is more responsible and more affordable. They aim to encourage the rest of the industry to prioritize sustainability.

What is special about CHNGE as a US sustainable fashion brand?

CHNGE uses 100% organic material to create clothes that are built to last a lifetime. They aim to make a statement while reducing the environmental impact of fashion.

How does Afends contribute to sustainable clothing?

Afends is an Australian brand that leads the way in hemp fashion. They draw inspiration from the environment and aim to create more sustainable clothing through innovation and positive change.

What sets Yes And apart as a US brand?

Yes And is known for its prints and comfortable jersey basics. They use lower-impact non-toxic dyes and materials like organic cotton and TENCEL Lyocell.

What is unique about Frankie Collective in the fashion industry?

Frankie Collective is dedicated to innovating women’s streetwear and setting a standard for responsibility in the fashion industry. They rework vintage garments and focus on sustainability.

What makes Honest Basics a GOTS-certified basics brand?

Honest Basics is a GOTS-certified basics brand based in Germany. They strive to make sustainable fashion accessible to everyone by keeping prices low and constantly improving their sustainability practices.

What are the benefits of choosing these H&M alternatives?

By choosing these H&M alternatives, you can support brands that prioritize sustainability, fair treatment of workers, and the use of lower-impact materials, thereby contributing to a more responsible and ethical fashion industry.
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