Remass, what was once adorned as one of London’s hottest vintage stores, is now outed as a pile of racist and reform mess.

Remass may look squeaky-clean on the surface: A perfect blue shop, down perfect Brick Lane, perfect Instagram-esque clothes, and to top it all off, Danielle’s perfect reform fiancé Jamie Dawood (who lost to Labour, by the way) - come to think of it, it’s ironic the logo is blue, right?

Fashion has always been political, and unfortunately has a large issue with washing over exposures. For example, take the D&G racist China launch advert from 2018, or the Alexander Wang sexual assault case of 2020, and the 2022 Balenciaga kids BDSM motif toys, just to name a few. Notice how brands once temporarily boycotted are now working with major media influencers such as Kim Kardashian, hosting lavish events, and pumping out new shiny products in an attempt to sweep their wrongdoings under the public’s rug. The point is, fashion brands and personnel are not held permanently accountable as they should be, given their harmful, mass-scale actions.

As for Remass, the brand has built a platform around sustainability; a small, independent retailer promoting more mindful wardrobe choices, starting out from a humble bedroom office. Through selling clothes, the brand prides itself on a core set of sustainable values that you buy into through proxy when you purchase. The world-building is influential and has scored them over 50k+ followers on Instagram - but what was maybe overlooked while they rose to popularity so rapidly? When you conjunctively sell a set of values as well as tangible products, queries surrounding legitimacy arise from consumers - Whether the sustainable approach is a glorified aesthetic? How do higher government-level branches approach fashion waste? How do corporate and regulatory rulings work? etc. Fashion digs deeper than the exterior; it’s about race, people, wages, profit, power, exploitation, and so much more. For a brand that supposedly navigates towards ethical practices, her fiancé’s party’s views couldn’t be further from her brand promises. So let’s briefly look at what the Reform Party thinks about environmental and sustainability factors, and what you are actually buying into when you purchase from Remass.

- “Seven Reform UK-led councils have “scrapped” their climate targets, and climate change denial has been expressed by Reform UK councillors in five councils. Some of these councils have removed content about climate change from strategy documents “ - LSE, Research Centres, Grantham Research Institute, De Quay, E. & Sethi, P. (2026)

- “We as a party stand against net zero. ... They’ll have us back living in mud
huts – if even living at all – by the time they’re done.”
Bert Bingham, Transport and Environment Minister, Nottinghamshire County Council

Yikes, that’s not very eco-friendly, is it?

Alongside this, racist remarks from the owner, Danielle Remass, have been circulating across social media recently. These images are concrete proof of her racist words; one caption from a post made in 2014 of her and her friends quite literally says (”n-word”) as the caption. Nothing else, just painstakingly racist. Oh, and more than once. Just to clarify, Danielle is estimated to be 30 now, making her 18 at the time of that post. An legally informed adult. Further evidence shows she supported Israel by travelling to Tel Aviv for both holidays and sourcing garments there (“Mass moved on to sourcing vintage stock across the UK, … and Israel” - Why Now Remass article, 2021). Also documented are images of her and her fiancé standing in front of a sunset at “Gordon Beach - Tel Aviv,” captioned “with my luvvvv,” followed by a range of cute aquatic emojis and then the Israel flag. For someone whose typical clientele is somewhat naive teenage girls “as young as 15” (words directly from Danielle - ‘meet the seller: Danielle Mass’, ASOS, 2026), promoting a lifestyle that supports Zionism leaves a rather sour taste in the mouths of most previous supporters.

As for employee affairs, a heap of stories have unfolded and collapsed across TikTok, from ex-team members being made to place “dirty, flood-ridden pieces out onto shop floors” to “7-hour unpaid trial shifts”; the company seems to have a consistent streak of staff dissatisfaction. I was later informed by an anonymous tip that this was a collective problem amongst ex-staff to the point that a social media group chat was formed titled “Remass survivors”.

After learning about these situations and the magnitude of the collective damage, I spoke with a range of ex-employees, freelancers, and consumers about the ever-growing list of issues at Remass. This is what they had to say.

A trial shift assistant at the previous Remass home office expressed: “I did the day 9-5 completely for free; it wasn’t welcoming. My first task was timed; I had 45 minutes to build a collection with 25 outfits, and it was just like, ‘Here’s the phone and the box, go’. I was then timed again trying the clothes on (for product imaging), and they were all one size. I fit into most, being a size 8, but some were really tight, and she was just like, ‘Babe, you'll just have to squeeze them on; it’s one size.’ I remember thinking, even if there was a girl here who was like a size 10, all the clothes are fucking tiny. I then put the clothes on depop following a price list; bear in mind original prices were one euro, two euro, a lot were being listed for £38 and above, and I remember thinking that’s a bit cheeky; this is a “sustainable” brand. Before I left, they said they wouldn’t post anything from the shift, 2 weeks later, I was bluntly told I didn’t get the job after I reached out, and I then found that they posted 2 of my pictures on Depop too.”

This issue of a restrictive size range appeared to be a repeat issue, with multiple trial shift assistants specifying having to take a “Depop style photo” when applying for the role, now figuring out this was to see if they would be thin enough to even partake in a trial shift where they would be working and modelling limited small-sized garments. Further complaints from consumers also push the anti-feminist-driven narrative: “It’s always a red flag if a store doesn’t at least go to a UK16. It’s signalling they want a certain ‘type’ of woman wearing their clothes.” For reference, the average UK woman sits somewhere between a size UK16-18, and while vintage clothing can limit access to certain sizes due to early 2000s extreme body types, this is not a reason to eradicate it. Especially when brands such as Thick Threads exist, showing it can be done by hosting pop-ups with pre-loved items in sizes UK16-24.

On an alternate note of in-store experiences, a further trial shift assistant stated: “I worked for 6 hours for free, tagging 200+ items, etc. I had no supervision because the manager left after an hour (I overheard her, and she went to go and break up with her boyfriend), the team were so patronising, and Danielle came back and was just as rude. They gave the job in the end to a young girl that I think would take anything if it meant working at Remass, and I think they rely on personalities like that.”

Another, lastly, a consumer commented on accessibility: “I sent an IG message when they had a pop-up and asked if it was wheelchair accessible, as I wanted to take my sister. They opened and read the message but didn’t reply. It’s literally a yes-or-no question. I always got bad vibes.”

As these stories started to spill across social media, Remass disabled comments on Instagram and TikTok, and ASOS removed the “meet the founder” video from their website (although it's still up on the Remass Instagram). This kept their massive following from seeing any of the above issues through the platform's main personal channels, in an attempt to save the brand.

However, as everyone knows, social media spreads like wildfire, and the situation will only get more popular over time. Remass needs to be held accountable for the racist, reform-led, unjust actions, and I hope their cult-following can see the flaws within this ever-so-instagrammable brand too. Remass, do better, and to anyone thinking of applying to their recent social media assistant role, take this as a fair fucking warning.