Afterpay has partnered with leading sustainable and ethical fashion directory Good On You, a pioneering ratings platform which connects conscious shoppers to better brands.

The partnership will allow Australian shoppers to buy from sustainable and ethical brands and pay it off in four instalments. It will also enable 50 Afterpay merchants to be rated every month on Good On You.

Good On You data shows that purchases with sustainable fashion brands have doubled in recent months, whilst the average time spent browsing the directory and searching for sustainable brands increased by 30% between April to June in Australia. More than 700,00 consumers browse Good On You every month.

In particular, Gen Z care about sustainability and are concerned about a brand’s transparency, and they want to see the brands they follow embrace these same beliefs, the Afterpay Gen Z Global Report: Financial Feels revealed.

Since 2015, Good on You has built a database of thousands of fashion brands, all assessed against a robust rating system for their impact on people, the planet, and animals. Good On You rates up to 100 brands per week and allows customers to source sustainable brands from a database of over 3,000 ratings. Afterpay merchants who already hold a ‘Good’ or ‘Great’ rating include A.BCH, Outland Denim, Adidas, and Patagonia.

Afterpay CEO and co-founder, Anthony Eisen said the partnership with Good On You furthers the company’s efforts to encourage sustainable shopping.

“With millions of consumers and thousands of merchants using our service, we want to ensure our customers are able to identify responsible brands in our ‘Shop Sustainably’ category so they can confidently purchase items that match their values.”

Good On You co-founder, Sandra Capponi said the company is committed to creating a sustainable future, and are thrilled to partner with like-minded businesses including Afterpay.

“With their customers being able to access thousands of brands, it’s a huge opportunity to hero brands that put ethics and sustainability at the heart of their business. Together with our community, which includes supporters like Emma Watson, we can inspire consumers to read between the seams and use the power of consumers’ choices to make fashion fair and sustainable.”

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