Billionaire landowner Anders Povlsen's environmental credentials are under scrutiny over Asos, the fast-fashion retailer in which he is the largest shareholder. An Ethical Consumer report gave the company low marks for sustainability and workers' rights, raising concerns about its practices.
Here's what to know
The retailer earned just 20 out of 100 for workers' rights and 30 for sustainability.
Ethical Consumer examined 51 fast-fashion brands and gave Asos an overall score of 33 out of 100, according to The Ferret. Even the highest-scoring company, White Stuff, received only 49, while Amazon Essentials Clothing and Zara each scored 11.
Ethical Consumer's researchers found "no adequate standards on wages" at Asos, as well as insufficient transparency about working conditions in its factories. The assessment cited a January 2026 report by Advocating Rights in South Asia that described poor working conditions at textile-recycling plants in Pakistan and India.
The findings also drew on a December 2025 report from Climate Rights International linking Asos and other brands to garment production sites in Karachi, Pakistan. Workers there described extreme heat and inadequate workplace protections, along with allegations of broader labor rights abuses.
More background
Ethical Consumer described the retailer as "relatively transparent" about its fabrics, according to The Ferret. However, only 10% were materials the organization considered most sustainable, including hemp, linen, organic cotton, and recycled natural fibers. About 40% of its materials were classified as "greener" cotton.
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Povlsen, Scotland's largest private landowner, owns about 220,000 acres — roughly 1% of the country — through conservation and tourism company WildLand, with a portfolio spanning 13 estates.
Fashion business Bestseller is funding Heartland, the Danish company that holds the Asos stake and is WildLand's parent.
According to The Ferret, Josh Doble, Community Land Scotland's head of advocacy and policy, said the research raised "uncomfortable questions." He pointed to community concerns about WildLand's concentrated land ownership and the contrast between the findings and its nature-restoration work.
What's being done?
Asos has outlined targets for a net-zero supply chain, plans to use raw materials more responsibly, and a human rights strategy, according to The Ferret. The company says its corporate responsibility work aims to reduce climate impacts, improve conditions for workers throughout its supply chain, and support communities.
The retailer also aims to incorporate "circular design," including greater use of recycled materials and clothing that can be repaired or reused. Asos did not respond to The Ferret's request for comment.
WildLand is pursuing a 200-year vision to restore the Highlands. Its work includes reducing deer numbers to support Caledonian pine replanting and backing satellite tagging of hen harriers, goshawks, and golden eagles.
"We are aware that a representative of Community Land Scotland was recently critical of WildLand but this is a personal opinion, from an individual who is ideologically opposed to all forms of land ownership, whatever that landowner might be seeking to achieve," a WildLand spokesperson said in response to criticism, per The Ferret. "WildLand is proud of the work it is doing to restore parts of the Highlands to their former magnificent natural state."
Ethical Consumer senior researcher Shanta Bhavnani said Povlsen had an opportunity to extend his environmental ambitions to his fashion investments.
"As a fast fashion retailer, Asos's business model depends on a high turnover of synthetic clothes that are likely to be scarcely worn and quickly thrown away. This model is extremely damaging to the environment," Bhavnani said.
"In our recent rating of the company we found lots of room for improvement. If he's looking for positive environmental impact, Anders Povlsen could use his significant shareholding in the company to put an end to some of its most harmful practices."
Where can I learn more?
Questions about environmental claims and labor practices extend beyond Asos to the wider fast-fashion landscape.
• A shopping writer calls recycled polyester greenwashing and a bad deal for clothing buyers.
• A slow-fashion creator challenges fast-fashion brands' green claims that make overconsumption seem environmentally responsible.
• Shein faces a Paris store closure as its host's new management calls the partnership a mistake.
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