The Chinese fast fashion giant Shein is under investigation in Italy for potential greenwashing, the practice of making misleading claims about sustainability. Italy’s antitrust authority, AGCM, is probing Shein’s environmental references on its website, alleging that they are deceptive or omit important information. Specifically, Shein’s ‘evoluShein’ collection, which promotes sustainability, is being scrutinized for potentially misleading consumers into thinking the clothes are recyclable. AGCM also notes that Shein’s commitment to decarbonisation contradicts increases in greenhouse gas emissions reported for 2022 and 2023.
Shein, originally founded in China and now based in Singapore, has gained popularity for its low-priced apparel delivered from factories in China based on real-time demand. Critics argue that Shein’s business model encourages overconsumption and environmental waste. Aguelling concerns over labor and environmental practices, advocacy groups like Amnesty International UK have opposed Shein’s possible listing on the London Stock Exchange.
Shein has stated that it will cooperate with the Italian investigation and reaffirmed its commitment to complying with laws and regulations in all markets where it operates. The company’s rapid rise in the retail industry has also brought it under scrutiny in other parts of Europe. As the investigation unfolds, consumers and stakeholders will be watching closely to see how Shein addresses the allegations and whether it will make changes to its sustainability practices in response.
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