Love, Bonito is a Singaporean fashion brand that was founded in 2010. Love, Bonito has 17 stores in four countries of South-East Asia and ships to 20 countries around the world.

However, is Love, Bonito Fast fashion? Also, where does Love, Bonito get its clothing from? Is Love, Bunito an ethical brand?

In this article, we have tried to answer all of the queries you might have about the ethics, morals and policies of Love, Bonito. Keep on reading to find out!

About Love, Bonito

Love, Bonito is a Singaporean fashion brand that was founded in 2010 by three school friends; Velda Tan, Rachel Lim, and Viola Tan.

Initially, they started a blog shop in 2006. When the blog shop gained popularity, these friends decided to launch Love, Bonito in 2010.

As of now, there are 14 stores of Love, Bonito in Singapore, Malaysia, Indonesia, and Cambodia.

Love, Bonito also ships its products internationally. As of now, Love, Bonito ships to 20 countries such as the United States, Japan, Vietnam, Indonesia, New Zealand, Saudi Arabia, etc.

Their target market is Asian women. On their website, the company has mentioned that;

“Our focus is on the Asian female market, bringing accessible and thoughtful designs that flatter and make one feel good.”

Love, Bonito has won several awards such as Best Online Shop in 2011, Top 3 Most Popular Brands of the Year in 2016, Best Marketing Award in 2016, and many more.

What Is Fast Fashion? 

Fast Fashion is a relatively new term that is being used a lot in the fashion industry. 

According to a dictionary, the meaning of Fast Fashion is;

“Clothes that are made and sold cheaply, so that people can buy new clothes often.”

In simple terms, Fast Fashion means the transition of clothing trends from catwalks and social media to different clothing stores.

As we described above, the term “Fast Fashion” is being used a lot in the fashion industry. This is because many dominating brands in the fashion industry use the model of Fast Fashion.

Fast Fashion compromises of three elements i.e. fast, trendy, and cheap clothes. All of these elements are enough to attract more customers and convince them to buy more and more clothes.

This strategy makes sure that people buy more clothes than they need. As a result, brands earn a large chunk of profit.

The global market value of the Fast Fashion industry is expected to reach 133 billion US dollars by 2026.

Although the Fast Fashion industry is still very popular, it has caused much harm to the environment, garment workers, and society in general. 

Some of the harms that the Fast Fashion industry has caused are described below;

  • To manufacture one piece of shirt, thousands of litres of water are required. The brands that follow the model of Fast Fashion require more and more new clothes, so a lot of water is wasted.
  • The unsold clothes are thrown away by the Fast Fashion brands. This causes land pollution and wastage of material that was used to make these clothes.
  • Many Fast Fashion brands work in sweatshops where workers are forced to work non-stop in extreme environments. In some cases, they are tortured and not even paid a single penny.
  • Most of the garment workers are underpaid. It was found that 85% of garment workers do not even get the minimum wages.

Is Love, Bonito Fast Fashion? 

Yes, Love Bonito is a Fast Fashion brand.

There are three elements of Fast Fashion; Fast, cheap, and trendy clothing.

Love, Bonito comes up with dozens of new clothes every week that are inexpensive. These clothes are trendy and modern.

Where Does Love, Bonito Get Its Clothing From? 

Love Bonito manufactures its clothes in China and Vietnam.

The clothes of Love and Bonito are designed in Singapore, while they are manufactured in the factories of China and Vietnam.

Love, Bonito has not provided much information about their suppliers. They have not mentioned the policies they might have regarding the workers’ ethics and policies.

Is Love, Bonito Ethical? 

Love, Bonito is in the grey line as they are not transparent about most of their ethical policies.

Love, Bonito has not mentioned their sustainability policies and the steps they might have taken to reduce their environmental impacts.

Love, Bonito has not mentioned the material they use to make their products. So we don’t know whether the material is sustainable or not.

They also haven’t mentioned anything about any policies they might have regarding their workers’ ethics. 

There is no information about their suppliers so we are uncertain whether their clothes are ethically made or not.


Love, Bonito is a Singaporean fashion brand that focuses on making apparel for Asian women.

Love, Bonito is a Fast Fashion brand that releases new products every week. The clothing of Love, Bonito is manufactured in China and Vietnam.

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