Lonely
Lacks transparency. Publishes some details, but doesn't show its workers are paid and treated fairly.
Last researched 3 November 2026 · 6 sources
Auckland label selling lingerie, swimwear and clothing.
There's no proof Lonely pays more than the legal minimum, which in China is below a living wage, and it has no full independent audit.
Better-graded underwear and sleepwear
Graded higher than Lonely, selling the same kinds of things.
Know something we've missed? Send evidence. Represent Lonely? Send a right of reply.
Compare Lonely with another brand
Why it's graded Lacks transparency
- Not met: Meets 1 of 6 Good requirements.
- Holds the grade back: It has 2 red flags: no evidence of a living wage and a hidden, unaudited supply chain in high-risk countries. Two or more red flags means a poor grade.
- It isn't Harm on record, because there's no serious confirmed problem on its record.
- Lacks transparency is still a poor grade: in supply chains like this, workers who can't be seen to be treated fairly are usually underpaid or unprotected.
Good requirements 1 of 6
- Not met: Pays a living wage, or holds a strong fair-pay certificationLiving wage: no evidence
- Not met: Respects worker rightsMost of its products are made in China, where unions are heavily restricted, and it has no full supply chain audit.
- Not met: Supply chain independently audited or certified, or at least 80% made in countries with strong labour standards
- Met: No child or forced labour findings or links
- Not met: Names the factories or farms that make its products, or is fully certified by a scheme that holds and audits that list
- Not met: High-risk raw materials (cotton) traced or certified, or not a major part of its rangeNot traced or certified: cotton
Red flags 2
- Red flag: No evidence it pays a living wage
- Red flag: Hidden supply chain, mostly in countries with poor worker rights
Stars it would earn as Good
None yet. Stars only show on Good companies. About stars
Where it's made
Lonely says which countries it makes its products in, but doesn't name the factories.
| Country | Worker rights | Legal minimum wage | Forced labour risk |
|---|---|---|---|
| China | No guarantee of rights | Below a living wage | Moderate |
Evidence
What we found
- Doesn't show where its cotton comes from. Cotton is linked to forced labour in Xinjiang and Turkmenistan, and child labour in several growing regions, so it can't be graded Good until it traces or certifies it.
Research notes Lonely is an Auckland lingerie label founded in 2009 by Helene Morris and Steve Ferguson; design, patterning and sampling are done in its Auckland studio, and the brand has said production is handled by a group of small family-owned factories in China, with fabrics from Europe and Hong Kong. It names no factories, holds no labour certification and publishes no information on audits or wages, and Good On You rates it 'We avoid' with 1 out of 5 for people. It ships internationally, including to Australia, from lonelylabel.com.
What independent sources say
| Source | Result | Details |
|---|---|---|
| Ethical Clothing Australia | Not listed | Not in Ethical Clothing Australia's current brand directory; production is in China, outside ECA's scope. View |
| Fair Wear | Not listed | No Fair Wear membership is mentioned by the brand or in coverage of it. View |
| B Corp directory | Not listed | No B Corp certification is mentioned by the brand or in coverage of it. View |
| Business & Human Rights Resource Centre | Not listed | No supply chain labour allegations against Lonely appear in press coverage. View |
Unconfirmed reports
Credible reports that haven't been confirmed by a regulator, completed investigation or the company. They're shown for your information and don't affect the grade.
- A December 2020 Ensemble investigation reported the owners had shared QAnon conspiracy content and played down COVID-19, and staff said they weren't required to wear PPE or sign customers in; in June 2020 13 staff had written to the owners, who said distancing guidance may have been unclear. These reports concern New Zealand staff, not factory workers. Source
Sources and actions
Sources 6
Show all 6 sources
- Good On You: Lonely · search the archive · Rated 'We avoid'; People 1/5; does not communicate sufficient information about labour policies (updated March 2023).
- Who What Wear: How It's Made: The Lingerie Label Every Cool-Girl Owns · search the archive · Design and sampling in Auckland studio; production by a collective of small family-owned factories in China; fabrics from Europe and Hong Kong; teams visit factories regularly (published 2015, updated 2019).
- Ensemble: Lonely investigation · search the archive · Team of 20+; head office in Takapuna and stores in Ponsonby, Newmarket and Wellington; staff allegations of toxic workplace and lacking COVID-19 protections; owners' responses (December 2020).
- Lingerie Museum: Lonely · search the archive · Auckland label founded 2009, stocked in more than 150 shops worldwide.
- Wikipedia: Lonely (fashion label) · search the archive · Founded by Helene Morris and Steven Ferguson; Lonely Hearts Club in 2003, Lonely in 2009; 2020 staff concerns and owners' response.
Published by Lonely or its owner
- Lonely: online shop · search the archive · Brand still trading online with lingerie, swim and clothing ranges; ships worldwide with an Australia location option.
Company details
- Headquarters
- New Zealand
- Employees
- About 20
- Last researched
- 3 November 2026
- Cite this page
- Labour Lens, "Is Lonely ethical? Labour rating", https://www.labourlens.net/brand/lonely, last researched 3 November 2026, accessed [date].
- Method
- Researched with AI assistance against published rules. How we check · What Lacks transparency means
Something missing or wrong?
Grades are opinions based on the evidence listed here. Send us evidence, or a right of reply if you represent Lonely.