Italy investigates Shein for possible greenwashing claims

Italy's antitrust authority is investigating Shein, a fast fashion retailer, for potentially misleading claims regarding its sustainability practices. The probe targets Infinite Styles Serves Co. Limited, the Dublin-based entity operating Shein's website and app. Critics have long accused Shein of promoting overconsumption and environmental waste, despite the company's assertions of working to mitigate these issues. The investigation highlights concerns over the environmental claims made on Shein's Italian website, which are alleged to be vague and misleading. The AGCM has pointed out that certain environmental references may deceive consumers, particularly regarding the 'evoluShein' collection, which suggested that the clothing could be recycled. Furthermore, the authority noted a contradiction between Shein's stated commitment to decarbonization and the reported increases in greenhouse gas emissions in its sustainability reports for 2022 and 2023. This discrepancy raises questions about the authenticity of Shein's sustainability claims. In response to the investigation, Shein has expressed its willingness to cooperate and reaffirmed its commitment to legal compliance and transparency with customers. The scrutiny in Italy is part of a broader trend, as Shein faces challenges in other European markets, where advocacy groups have raised concerns about labor practices and environmental impact. The ongoing investigation reflects a growing awareness and demand for accountability in the fashion industry, particularly regarding sustainability and ethical practices. As consumers become more informed, companies like Shein may face increasing pressure to substantiate their claims and adopt more responsible practices.