The well-known brand, operating in the “fast” and “superfast fashion” sectors, adopted a misleading communication strategy regarding the characteristics and environmental impact of its clothing products.
The Italian Competition Authority has imposed a fine of 1 million euros on Infinite Styles Services Co. Ltd, the company responsible for managing Shein’s product trading websites in Europe, for the use of misleading and/or deceptive environmental messages and claims (so-called green claims) in the promotion and sale of Shein-branded clothing products. Through its website https://it.shein.com and other promotional and/or informational online pages, the company disseminated environmental claims within the sections #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility that were, in some instances, vague, generic, and/or overly emphatic, and in others, misleading or omissive.
The environmental assertions in the #SHEINTHEKNOW section, regarding the “design of a circular system” or the recyclability of products, were found to be either false or at least confusing. Claims used by Shein to present, describe, and promote garments in the evoluSHEIN by Design line highlight the use of “green” fibres without clearly specifying the substantial environmental benefits of these products throughout their full life cycle, and without clarifying that this line remains a marginal share of the total Shein-branded offering. Moreover, these claims may lead consumers to believe not only that the evoluSHEIN by Design collection is made solely from “sustainable” materials, but also that its products are fully recyclable — a statement which, given the fibres used and current recycling systems, does not reflect reality. Statements by Shein about its intention to reduce greenhouse gas emissions by 25% by 2030 and to reach zero emissions by 2050 are presented, in the Social Responsibility section, in a vague and generic way— and were even contradicted by an actual increase in Shein’s greenhouse gas emissions in 2023 and 2024.
In assessing the unfairness of Shein’s conduct, the Authority emphasized the heightened duty of care upon the company, given that the sector it belongs and the business practices through which it operates, such as the so-called “disposable fashion” (fast and ultra-fast fashion) are highly polluting.
Rome, 4 August 2025
According to the Authority, promotional messages on the Italian website shein.com relating to the environmental sustainability of Shein branded garments could be misleading/omissive
The Italian Competition Authority has opened an investigation against Infinite Styles Services CO. Limited based in Dublin, which manages Shein's Italian website, due to the possible misleading nature of certain environmental claims contained in the '#SHEINTHEKNOW', 'evoluSHEIN' and 'Social Responsibility' sections of the website shein.com.
According to the Authority, in the context of a growing consumer awareness of the impact of their consumption choices on the environment, the company would try to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims on the subject of 'circularity' and the quality of products and their responsible consumption. Even some of the information on 'evoluSHEIN', the clothing collection declared 'sustainable' by the company, could mislead consumers about the amount of 'green' fibres used, while also failing to inform them about the lack of additional recyclability of the garments.
In addition, Infinite Styles Services CO. Limited would also vaguely emphasise its commitment to the decarbonisation of its operations, while the targets stated on its website would appear to be contradicted by the substantial increase in greenhouse gas emissions indicated in Shein's sustainability reports for 2022 and 2023.
In the opening of the investigation, the Authority presumed that the company would adopt communication strategies with misleading/omissive traits in terms of sustainability, also considering the environmental impact of its business sector, i.e. 'fast or super fast fashion'.
Rome, 25 September 2024
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