Labour Lens

NAME IT

Lacks transparency

Lacks transparency. Publishes some details, but doesn't show its workers are paid and treated fairly.

Clothing & footwear

Partly verified: what this means

Last researched 3 November 2026 · 7 sources

Danish children's clothing brand.

NAME IT can't show that the workers who make its products in Bangladesh and India earn a living wage, which workers there are very unlikely to.

Also worth knowing

It has no full independent audit.

Better-graded kids and baby

Graded higher than NAME IT, selling the same kinds of things. Second-hand first.

RetykleClothing & footwearOnline resale of designer kidswearSells second-hand or refurbished goods, so it creates no new factory work.GoodGraded by rulePaisley's PatternsClothing & footwearKids, family and maternity clothingIts own factories in Australia hold Ethical Clothing Australia accreditation.GoodVerifiedImagewearClothing & footwearSchool and corporate uniforms, necktiesIts own factories in Australia hold Ethical Clothing Australia accreditation.GoodVerifiedBosun (Compuknit)Missing: traced raw materials · Clothing & footwearAustralian-made school socksPays or is working towards a living wage, with gaps still to close.On TrackVerified

Second-hand and refurbished goods create no new factory work, so they're Good by rule and come first.

See every kids and baby brand

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Why it's graded Lacks transparency

  • Not met: Meets 3 of 6 Good requirements.
  • Holds the grade back: It has 2 red flags: no evidence of a living wage and unaudited production 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.

How grades are decided

Good requirements 3 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 countries such as China and Bangladesh, 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 confirmed child or forced labour findings or linksAn unconfirmed report of child labour is listed below. It doesn't affect the grade.
  • Met: Names the factories or farms that make its products, or is fully certified by a scheme that holds and audits that listPublishes its supplier list
  • Met: High-risk raw materials (cotton) traced or certified, or not a major part of its rangeTraced or certified: cotton

Red flags 2

  • Red flag: No evidence it pays a living wage
  • Red flag: Made mostly in countries with poor worker rights, without a full independent audit of its supply chain

Stars it would earn as Good

None yet. Stars only show on Good companies. About stars

Where it's made

From its parent group's supplier list, which covers NAME IT and its sister brands. NAME IT publishes no breakdown of its own, so these are group-wide shares. The rest is shown as where clothes and shoes are usually made.

Where it's made, share by country, and conditions there
CountryShareWorker rightsLegal minimum wageForced labour risk
China41%No guarantee of rightsBelow a living wageModerate
Bangladesh21%No guarantee of rightsFar below a living wageModerate
India16%No guarantee of rightsWell below a living wageHigh
MyanmarNot givenNo guarantee of rightsFar below a living wageVery high
VietnamUsual for the industry5%Systematic violationsWell below a living wageModerate
CambodiaUsual for the industry2%No guarantee of rightsFar below a living wageModerate
TürkiyeUsual for the industry2%No guarantee of rightsBelow a living wageVery high
IndonesiaUsual for the industry2%No guarantee of rightsWell below a living wageModerate
PakistanUsual for the industry1%No guarantee of rightsFar below a living wageHigh

Evidence

What we found

  • Passes the raw-material check for clothes and shoes: traces or certifies its cotton.
  • Publishes supplier list
  • Signed the International Accord on garment factory safety Source
  • Modern slavery statement
  • Traces or certifies most but not all of its cotton. That doesn't count against it for Good, but the "Open supply chain" star needs all of it traced, certified or upcycled.

Research notes NAME IT is made by independent suppliers working for its owner Bestseller, which publishes its factory list but no breakdown by brand; of Bestseller's 840 suppliers, about 35% of production is in China, 16% in Bangladesh and 15% in India, and 24 suppliers (2.8%) are in Myanmar, with other countries making up the rest. Bestseller has signed the International Accord and the Pakistan Accord and is a full Ethical Trading Initiative member, but ACT rates its living wage work as committed but not planning and there is no public evidence suppliers pay a living wage. All its cotton is certified or branded, with Better Cotton as the minimum.

What independent sources say

SourceResultDetails
Baptist World Aid Ethical Fashion ReportListedBestseller, owner of NAME IT, is rated F in Baptist World Aid's Good Shopping Guide; its ethical.org.au page shows no Ethical Fashion Report score, including for the 2026 edition. View
Fashion Transparency Index (Fashion Revolution)ListedBestseller scored 41% in the 2023 Fashion Transparency Index, the latest full index. View
Business & Human Rights Resource CentreListedBestseller profile records response requests on Myanmar, Bangladesh and Türkiye supplier cases; none name NAME IT. 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 2025 TV 2 Denmark documentary alleged poor conditions, low wages and child labour at Bangladeshi factories linked to Bestseller, owner of NAME IT; Bestseller called the report incorrect and said it had not used the featured factories for at least 20 years (FashionUnited, 2025). Source

Sources and actions

Sources 7

Show all 7 sources
  1. Bestseller - Good Shopping Guide (ethical.org.au) · search the archive · F rating; no Ethical Fashion Report score; FTI 2023 41%; International and Pakistan Accord; ETI full member; ACT grade E
  2. Quién produce aún en Myanmar (Modaes, April 2025) · search the archive · Bestseller data: 840 suppliers; China 35.1%, Bangladesh 16%, India 14.8% of production; 24 suppliers (2.8%) in Myanmar
  3. Bestseller denies 'damaging' child labour allegations (FashionUnited, 2025) · search the archive · TV 2 documentary allegations about Bangladesh factories; Bestseller denies using them
  4. Bestseller public factory list · search the archive · Publishes tier 1 factory and tier 2 materials supplier lists; about 750 manufacturing partners
  5. Bestseller cotton · search the archive · 100% of cotton from certified and branded sources; Better Cotton minimum; 30% organic in 2025
  6. NAME IT – Bestseller brands · search the archive · Kids' brand for ages 0-16, denim focus, about 140 stores in 20+ markets including Australia
  7. NAME IT Nelson Space sweatshirt (Myer) · search the archive · NAME IT sold by Myer in Australia

Company details

Headquarters
Denmark
Last researched
3 November 2026
Cite this page
Labour Lens, "Is NAME IT ethical? Labour rating", https://www.labourlens.net/brand/name-it, last researched 3 November 2026, accessed [date].
Method
Researched with AI assistance against published rules. How we check · What Lacks transparency means

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