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  • How does SHADE work?
    Great question! We've made it our mission to help you find sustainable fashion options with ease. Here's how it works: SHADE can find a sustainable alternative of a particular clothing item by searching its image. All you have to do is use the wand to click an image and SHADE will use visual AI to make sure results are visually-similar matches from sustainable brands. Plus, our tool works on any website, so you can find sustainable fashion wherever you are online. The sustainability ratings will pop up to show you how well brands are doing as you shop. To get started, simply add SHADE to your Chrome browser and use the magic wand tool to search for sustainable alternatives. Check out our video tutorial for a step-by-step guide on how to get started. We hope SHADE helps you make more sustainable choices in your fashion journey!
  • How do you determine if a brand is sustainable?
    All brands on SHADE are verified through Good On You, the largest third-party database on brand sustainability. Their ratings are based on comprehensive research and analysis of a brand's impact on the environment, labour rights, and animal welfare. However, it's important to note that SHADE is not responsible for the accuracy of Good On You's ratings and data. You can learn more about how Good On You rates brands by visiting their website at We have also provided the subcategories that inform the brand’s overall sustainability rating, which are People, Planet and Animals. ‘People’ focuses on labour rights across the supply chain, such as fair pay, diversity, child labour, forced labour, and worker safety. ‘Planet’ assesses a brand's environmental impact, including its emissions and resource use. Lastly, ‘Animals’ focuses on animal cruelty and welfare, including the brand’s use of animal products and their animal protection policies. For more detailed information on these categories, we recommend visiting Good On You's website.
  • What does it mean to be in BETA?
    Thanks for asking about SHADE's BETA version! Being in BETA means that SHADE is still in the testing phase, but we're working hard to make it the best sustainable shopping experience possible. We’re focused on perfecting the recommendations, which includes price matching and other factors that shoppers might consider in their purchase. Right now, SHADE works on any website, in addition to the top 10 marketplaces: Farfetch, The Iconic, Zalando, Net-a-porter, SSENSE, Selfridges, Shopbop, ASOS, Urban Outfitters, and Zalora. We want SHADE to work for all types of shoppers, and your feedback is essential in helping us improve the experience. As with any new product, there may be a few bugs that show up along the way. If you come across any issues while using SHADE, please don't hesitate to reach out and let us know. We're always here to help and appreciate your support in helping us create a more sustainable future.
  • How do you make money when the extension is free to users?
    Thanks for asking! This version, which you hopefully have installed, is the BETA version of SHADE- the very first baby that has made it out of our hands and into the real world, and is therefore not generating any revenue. Our next steps will be working on making SHADE a revenue-generating business so we can support our effort in the long term! We're working hard to launch an affiliate program for sustainable retailers soon, so we can help promote ethical fashion while also keeping the lights on. (If you’re a sustainable brand who wants to be a part of this, simply get in touch here or at But don't worry, SHADE will always be free for users to use because our mission is to make sustainable fashion accessible and easy for everyone!
  • I'm a sustainable fashion retailer, how do I get in touch?
    That’s wonderful, thank you for your work with building a sustainable brand! We would love to hear from you. Please feel free to get in touch with our website’s contact form, or email directly at
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