Fast Fashion Failures: the BRANDS Generating the MOST CO² from Searches!

Online orders have surged over the last 12 months as customers shop from the comfort of their

home – just this week ASOS announced the purchase of four Arcadia group retailers, and with

Boohoo having recently purchased Debenhams, both have secured their places as leading UK fashion brands. With this in mind, energy experts at SaveOnEnergy.com/uk decided to investigate how much CO² on average could be generated from website visits to the UK’s most popular online fashion retailers.

Image Source: Marcin Jozwiak


  • Next is potentially the largest total UK contributor, with monthly average website visits generating over 14,000kg of CO² a month.

  • Boohoo and ASOS rank second and third, respectively, with combined potential emissions of 13,890kg of carbon dioxide each month.

  • PrettyLittleThing is potentially the lowest monthly contributor, with an average of 142kg of CO² produced each month from UK wide visits.

Least Eco-Friendly Fashion Brands

SaveOnEnergy’s analysis of 25 different retailers reveals which UK fashion retailer is potentially the largest contributor to CO², by examining how much CO² is potentially produced from visits to their website.


Next is potentially the largest contributor, with 14,127kg of CO² produced every month from website visits. This is the equivalent of emissions from driving 35,055 miles – that’s 11 trips as the crow flies from London to New York! One visit to the Next website produces 2.77g of carbon dioxide.


In second place is Boohoo, with a potential of 10,815kg of CO² emitted each month. This is the equivalent emissions of driving 26,836 miles. That is one trip around the earth’s circumference – and a couple thousand miles more. Just one visit to the Boohoo website generates 7.21g of CO² – making it the dirtiest site for a single visit.


In third place is ASOS, with a potential of 3,075kg of CO² generated each month on average from website visits. This is the equivalent emissions of driving 7,630 miles – that’s approximately four and a half round trips from Land’s End to John O’Groats! A single visit to the ASOS website generates 1.23g, placing it amongst the bottom five for emissions from single visits.


PrettyLittleThing is potentially the lowest potential monthly contributor – with only 142kg of CO² produced each month from UK wide visits. Despite this, one visit to the PrettyLittleThing website generates 2.34g of CO².


The Cities Producing the Most CO²

Having identified the brands that are potentially the most and least eco-friendly, SaveOnEnergy could determine which city potentially contributes the most CO² from fashion searches, trawling through Google AdWords trend data. The city potentially emitting the most CO² from fast-fashion searches is London. With 673,000 monthly average searches for online retailer ASOS alone, it is no surprise that the city of London could produce an average 9,005kg of CO² each month from fast fashion online searches. This is the equivalent emissions of flying from London Heathrow to Perth and back – twice!


Aptly named England’s ‘second city’, Birmingham is in second place with a potential average of 1,785kg of CO² produced every month for fast fashion retail searches. This is 100kg MORE than the weight of a Tesla Model X! In third place is Liverpool, with a potential average of 1,151kg of CO² produced every month. This is just slightly heavier than the weight of an Alfa Romeo 4C.


Rounding off the top 10 in ninth place is Edinburgh, with a potential of 601kg produced on average every month from searching online for fast fashion retailers. At number 10 is Belfast, with a potential of 597kg of CO² produced every month. These are approximately the same emissions as two round trips from Birmingham (BHX) to Paris (CDG)!

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