Revealed, 10 Most Popular Fashion Brands With Dirtiest Sites

Victoria's Secret Website. (Screenshot of www.victoriassecret.com)

JAKARTA - New research shows the hidden environmental impact of 20 of the UK's most popular fashion and shopping sites.

Victoria's Secret is rated as the "dirtiest" website, not because of its sexy underwear, but because of its carbon footprint.

The report from the energy comparison site Uswitch looks at everything from the way a website is hosted to the font size, images used, and how it affects a site's energy efficiency.

If Victoria's Secret came out as the "dirtiest" site, Swedish retailer H&M's website was rated as the "cleanest".

The iconic Victoria's Secret lingerie brand site is known to emit 6.64 g of CO2 per homepage click. Meanwhile, clothing retailer H&M only releases 0.29 g of CO2 per visit, as reported by Euronews.

The site's report found that, per 135 visits to Victoria's Secret, the resulting carbon emissions were the same as the carbon emissions of driving 5 kilometers.

Calculate carbon footprints

To estimate the impact of each site on the planet, Uswitch uses a carbon calculator, Website Carbon, which calculates the amount of energy used when someone loads a page on a website.

This includes the energy required by the data center (cloud), telecommunications networks, and the user's computer or cellular, and whether the center uses green energy to empower it.

"Improving energy efficiency and prioritizing renewable energy sources are the two main ways a website can reduce its carbon emissions," said carbon expert Tom Greenwood of Website Carbon.

“A good place to start is to make sure the sizes of images, fonts, and videos are kept to a minimum. This will reduce the amount of data that needs to be transferred when someone uses the site. And in turn, it will reduce the amount of energy used," he explained.

By reducing website emissions, continued Greenwood, customers also benefit from a better user experience, better security, better accessibility, and faster load times.

10 Dirtiest Fashion Websites:

These sites are rated based on the amount of carbon per page visit.

1. victoriassecret.com 6.64 g CO2
2. nastygal.com 5.67 g CO2
3. uniqlo.com 5.22 g CO2
4. footasylum.com 3.35 g CO2
5. everything5pounds.com 3.24 g CO2
6. simplybe.co.uk 2.98 g CO2
7. shein.com 2.88 g CO2
8. prettylittlething.com 2.47 g CO2
9. newlook.com 1.99 g CO2
10. jdsports.com 1.94 g CO2

10 Cleanest Fashion Website:

1. hm.com 0.29 g CO2
2. adidas.com 0.37 g CO2
3. marksandspencer.com 0.45 g CO2
4. louisvuitton.com 0.49 g CO2
5. mango.com 0.50 g CO2
6. lyst.co.uk 0.52 g CO2
7. zara.com 0.67 g CO2
8. primark.com 0.79 g CO2
9. allsaints.com 0.95 g CO2
10. skims.com 0.98 g CO2