Sitting Pretty
4.4
(4 reviews)
Our Sustainability Evaluation
5.0/7.0
good
Planet (2.5/3.0 pts)
+1.0
+1.0
+0.5
+0.5
-1.0
Practice (2.0/2.5 pts)
+1.0
+0.5
+0.5
+0.5
-1.0
Circularity (0.5/1.5 pts)
+0.5
+0.5
+0.5
Sitting Pretty was founded in April 2009 by Emma Longden. After recognizing the environmental and ethical issues in the fashion industry, she rebranded in 2013 to create an ethical fashion brand embracing slow fashion. The brand celebrates its commitment to natural fibers and local Cape Town production. Winner of the Retail Award at TWYG's Sustainable Fashion Awards. Collections feature warm earthy tones and are named after Greek and Roman mythology. The brand also founded The Ethical Market, a platform for local sustainable brands. Customer reviews consistently praise the unique designs, quality, and ethical practices, though some note fabric shrinkage issues.
Evaluation updated on November 2025
About Our Sustainability Ratings
We rate businesses from 0-7 points across three pillars: Materials (3.0 max), Business Practice (2.5 max), and Circularity (1.5 max). Our system is fair to businesses of all sizes - no expensive certifications required.
Learn More About Our Rating SystemAbout the Business
Ethical women's apparel brand founded by Emma Longden in 2009, blending bohemian chic and urban sophistication. All pieces made locally in Cape Town using only natural fabrics.
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