Sustainable fashion brand joins fast fashion giant Shein

Everlane, the brand loved by Millennials that became known in the pre-Covid era for its elegant, minimalist clothing and its “radically transparent” pricing policy, has been swallowed up by Chinese fast-fashion giant Shein.

The irony is hard to miss: Everlane was a pioneer of the “ethical” marketing wave of the 2010s, presenting itself as an environmentally friendly and sustainable fashion brand that followed ethical labor practices, CE Report quotes ANSA.

Shein, however, represents the opposite model. Researchers at Yale University have described it as “the biggest polluter in fast fashion.” The company produces huge quantities of ultra-cheap clothing made from synthetic materials and has often been criticized for abusive labor practices.

If the 100-million-dollar sale is completed, Everlane will become the latest example among the generation of 2010s direct-to-consumer (DTC) retailers to either be sold or undergo a major strategic shift after failing to turn sustainability-focused branding into sustainable profits.

Some brands, such as mattress company Casper and women’s fashion label Reformation, were acquired by private equity firms. Meanwhile, Allbirds — known for its wool sneakers popular among tech workers — announced that it was moving away from its environmental agenda to reposition itself as an artificial intelligence infrastructure company.

PHOTO: WIKIPEDIA