Controversial retailer Shein recently made lofty environmental goals. In this Shein review, we assess whether the $100 billion fast fashion juggernaut can truly reduce millions of pieces of textile waste.
In recent years, the fast fashion brand Shein has gained significant popularity, becoming the second-largest revenue generator in the industry, surpassed only by Inditex. However, this success has come at a cost, as Shein has been heavily criticized for its contribution to clothing waste. While the brand has made commitments to reduce waste and implement sustainable practices, the question remains: can Shein truly change and make a substantial impact in reducing clothing waste? What are their current efforts, transparency, and sustainability initiatives?
The Rise of Shein And Its Environmental Impact
Shein’s rise to prominence in the fashion industry has been fast. Since its launch in 2017, the Chinese-owned brand has captured the attention of millions of consumers worldwide with its ultra-fast fashion model. By churning out thousands of new designs every day and targeting influencers to gain a massive social media following, Shein has achieved remarkable success in a short period of time.
However, this success has come at the expense of the environment. Shein’s rapid production and turnover of clothing have led to significant waste generation. Environmental campaigners have pointed out that Shein is a prime contributor to the mountains of discarded textile waste exported to countries like Kenya. Ghana, and Tanzania. According to the Or Foundation, one destination for waste textiles is Kantamanto, a second-hand market in Ghana. Out of the 15 million new garments it receives each week, 40% end up as waste within one or two weeks. These waste textiles are either burned, dumped into landfills, or washed out to sea.
Shein’s Efforts To Reduce Waste
In response to the criticism and growing concerns about its environmental impact, Shein has committed to achieving a fully circular supply chain by 2050. The company claims to have reduced waste from unsold clothes to single-digit percentages through its “direct to consumer” business model. By producing items in small batches and using digital technologies to analyze consumer demand, Shein claims that it can minimize excess inventory and produce only the items that are in high demand.
Elsewhere the fast fashion retailer uses software to source deadstock materials to divert 1 million yards of fabrics from becoming waste. Shein has partnered with Queen of Raw, a technology company that specializes in rescuing excess fabrics. Through this partnership, Shein aims to rescue and repurpose excess fabrics from other brands and retailers, thereby reducing the overall waste generated by the fashion industry.
Shein’s evoluSHEIN by design standard is another step towards sustainability. The standard requires garments to consist of at least 30% preferred materials, such as recycled polyester, and be produced by suppliers with high compliance with social standards. Shein aims to roll out this standard to 50% of its products by 2030, further promoting the use of sustainable materials in its production.
Shein’s Contradictions And Room For Improvement
While Shein has made commitments to reduce waste and implement sustainable practices, overall the brand can improve its transparency and environmental record. Fashion Revolution’s Transparency Index scored Shein a mere seven out of 100, indicating a lack of transparency in its supply chain and sustainability practices.
The company’s 2022 sustainability report lacks concrete targets and data, making it difficult to assess the effectiveness of its initiatives. For instance, a few of their vague initiatives to reduce waste include:
- Engage the majority of SHEIN’s customers in circularity by 2025.
- Become a global leader in rescuing deadstock materials from becoming waste.
- Establish a fully circular textile supply chain by 2050 in alignment with our World Circular Textile Day commitment.
Elsewhere, the report shows that efforts to decarbonize the company’s supply chain have been ineffective. “In 2022, production volume increased by 57% and our emissions increased by 52%.” This increase in emissions could also be related to the company’s reliance on fossil-fueled derived fabrics like polyester which accounts for 64% of its textile products despite its claims to use more fabrics with recycled materials.
Challenges and Future Outlook
Shein faces several challenges in its quest to reduce clothing waste. The fast fashion model itself, characterized by rapid production and turnover, inherently contributes to waste generation. While Shein’s direct-to-consumer model could help to minimize waste, producing thousands of styles in small quantities still leads to overproduction and excess pressure throughout the supply chain.
The ongoing scrutiny of Shein’s direct-to-consumer model regarding forced labor and import tariffs also poses challenges to the brand’s reputation and compliance with ethical standards. Compliance with regulations and ensuring responsible sourcing remain crucial for Shein to regain consumer trust and maintain its position in the market.
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One baby step in the right direction is that the company acknowledges its impact on the environment, that its clothing might contribute to textile waste, and that recycling synthetic fibers multiple times is still a significant challenge. Shein is also actively seeking partners to improve the recycling process and promote full material circularity.
“We have been calling on brands to pay the bill that is due to the communities who have been managing their waste, and this is a significant step toward accountability. What we see as truly revolutionary is SHEIN’s acknowledgment that their clothing may be ending up here in Kantamanto – a simple fact that no other major fashion brand has been willing to state as yet.” Liz Ricketts, Co-Founder and Executive Director, The Or Foundation.
TWF Shein Review
Shein’s commitment to reducing clothing waste and implementing sustainable practices contradicts its heavy reliance on plastic-based textiles, commitment to producing upwards of 100,000 new pieces of clothing daily, and increase in CO2 emissions. Initiatives such as waste reduction, circular supply chains, sustainable materials, and extended producer responsibility, sound like viable efforts to address the environmental impacts of its business model. However, without transparency and accountability, these efforts cannot be verified. By providing more comprehensive data, setting concrete targets, and enhancing transparency in its supply chain, Shein could strengthen its claims. Until then, Shein will still be a fast fashion brand negatively impacting the environment.
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As consumers, we can play a crucial role in reducing clothing waste. By holding fast fashion brands accountable, supporting brands that prioritize sustainability, and practicing responsible consumption, we can collectively contribute to a more sustainable fashion industry.