Sahara Mara / 12 May 2025 / Categories: Product and Brands, Brands, Clothes

Cos Is a fast fashion brand

Who knew????

Did you know Cos is just H&M under a different brand. I didn’t?

I’ve been shopping for my minimalist staples, white cottons, T shirts, shirts, for a couple of years and had absolutely no idea Cos is a brand within a brand launched in 2007 by Swedish billionaires (worth 28 billion) father and son Erling and Stefan Perrson.

I am usually quite good doing my homework but this one slipped by me. I think because the Cos concept is so different and the better quality clothing originally sort of tricks you into thinking the brand is more socially conscious.

Initially the brand sought to target a market, me, looking for Isabel Marant or Celine simplicity at a much more affordable price point.

And they seemed to achieve that at the outset. They grew quickly, with real estate acquisition, by 2018 the had 291 locations worldwide which led to massive over production of stock which had to be disposed of, it was reported in Business of Fashion over $4 billion worth, as sales declined.

The recognised industry agencies for fashion sustainability rated Cos as the following

Fashion Revolution Transparency Rating: 66/100

Good On You Sustainability Rating: 3/5

Remake Fashion Accountability Report Rating: 39/150

Placing it firmly in the fast fashion camp, with over production and a crazy numbers digital e commerce offering.

The Cos brand is marketing minimalist designs well made to last, and yet they have over 1100 styles of clothing items on their site at any given moment, last checked 645 pieces for women, 450 pieces for men.

Despite proclaiming to sell items that ‘last beyond the season”. This is far too many items of clothing, impossible to sell even when claiming the items are ‘timeless designs and sustainably made pieces’.

I cannot believe my ignorance about this clothing brand. The interesting thing for me Uniglo, which I do recognise as fast fashion has come along and had Cos’s lunch in the minimalist space, Cos’s performance so poor, after owners predicted 50% growth since 2018, 3 board executives have resigned and stores have had to close.

I am writing this as a COS customer who had absolutely no idea the brand was part of the H&M empire and sits alongside Arket, And other stories, Monki, weekday and singular society.

In 2023 Lea Rytz Goldman the lady tasked with turning around the fortunes of the Cos Brand, bailed and went to Tommy Hilfiger as Global Brand President.

You know that feeling when you find out your man is off with someone else, told you one thing and did the exact opposite. I feel like this about Cos, like I’ve been hoodwinked, duped even when I know it’s my own fault. I didn’t look closely enough. All the information is there in plain sight. When I read that clothes sold by Cos were traced back to 14 year old children in Myanmar being paid 13p an hour it makes me sick I bought them.

I am definitely put off Cos for good and now I need to take a closer look at Tommy Hilfiger.

I fear very soon if we want to be conscious we’ll have to start making our own clothes.