Press response: Boohoo Rebrand Not Enough

by | Mar 11, 2025 | Press release

Workers in Bangladesh hold signs saying ensure freedom of association. Minimum wage 23000 taka.

FOR IMMEDIATE RELEASE: Tuesday, 11th March, 2025

Dominique Muller, UK policy lead for Labour Behind the Label responds to news of Boohoo rebranding as Debenhams

Dominique Muller, UK policy lead at workers’ rights organisation Labour Behind the Label said:

‘We seem to be entering a season of rebrands for UK fast fashion companies but instead of getting distracted by cosmetic changes, we should keep a focus on the core model of brands like Boohoo and what has previously gone wrong. No matter what Boohoo chooses to call its business, it will take more than a name change to indicate the company has truly turned a corner. A different Boohoo is one that recognises the true value that its garment workers bring, that fosters meaningful and equal partnership with its suppliers and that is prepared to pay the price for change. Better jobs, better wages, better purchasing and long term commitment is what is needed if Boohoo really wants to stand out among the rest’

ENDS

For media enquiries please contact:

Ellen Kettell – ellen@labourbehindthelabel.org /+447936406640