Lucy & Yak, the British dungaree brand beloved by millennial women, is facing a backlash from former fans who accuse it of abandoning its founding principles of sustainability, inclusivity, and quality. Founded in 2017 by Lucy Greenwood and Chris Renwick, the brand grew rapidly after they partnered with tailor Ismail in rural Rajasthan, India, to produce durable, ethically made dungarees. The first 30 pairs sold out on Depop within minutes, and the company soon expanded to 13 UK shops and a full clothing line.
However, customers have noticed a decline in quality, with items now delivered in plastic packaging instead of the previous recycled sari fabric bags. More controversially, Lucy & Yak announced it is phasing out its largest sizes (up to UK 32), sparking accusations of abandoning the plus-size community that helped drive its success. Plus-size influencer fatpheebs called the move 'disappointing but completely unsurprising,' questioning the brand's commitment to 'sustainable inclusion.'
British poet and vlogger Leena Norms, a former brand collaborator, posted a detailed critique titled 'Why I quit Lucy & Yak as a customer and influencer.' She cited issues such as thin pockets that tore easily, tops that bobbled after one wash, and jeans that ripped along the seam despite being new. Norms also criticised 'aggressive' three-for-two discounts and plastic packaging, comparing the brand's practices to the fast fashion it once opposed. 'Clothes that were built to fail, wrapped in plastic with the constant encouragement to overconsume – where had I heard that before?' she wrote.
Lucy & Yak has not publicly responded to the criticism. The brand, which once championed body positivity and ethical manufacturing, now faces questions about whether rapid growth has compromised its core values.
