I don’t know how you feel about Shein, the ultra-fast fashion company that has become ultra-successful with Gen Z, but I think this brand could be the best thing that happened to the sustainability movement.
This may sound a bit counterintuitive. After all, Shein is anything but sustainable. The online retailer offers customers fast fashion on steroids, with a massive number of cheap garments made in many cases from cheap fabric, without assuring proper working conditions. Just to give an idea of the number of new styles Shein offers, Prof. Sheng Lu found that “in a recent 12-month period, the Gap listed roughly 12,000 different items on its website, H&M had about 25,000, and Zara had some 35,000. Shein, in that period, had 1.3 million.”