SHEIN Just Bought Everlane. What Does That Mean for Sustainable Fashion?

SHEIN Just Bought Everlane. What Does That Mean for Sustainable Fashion?

How’s this for a vibe check? SHEIN just bought Everlane—marking one of the weirdest, most unlikely partnerships in fashion history.

Yes, you read that right. China’s mega ultra-fast fashion brand (and as a major polluter, the antithesis of sustainable style) now owns Everlane—the brand beloved for its “ethical factories and radical transparency,” according to its website. Since 2018, the San Francisco, CA-based retailer has also launched ReNew, an outerwear line, plus the DayGlove ReKnit shoe—both made from recycled plastic bottles.

How did this unholy alliance even happen? Why did Everlane— which prides itself as a planet-friendly, purpose-driven brand— compromise its principles? It’s all seriously sus, right? First, consider Everlane’s financial woes: Its debt is estimated at $90 million, and SHEIN purchased the brand for $100 million. To get back on its feet financially, Everlane can tap into SHEIN’s larger customer base, global supply chain and distribution, along with advanced marketing, inventory management and analytics.

What’s in it for SHEIN? Buying Everlane brings more market share in the United States, plus the elevated vibe of an affordable luxury and sustainable DTC brand. At the same time, SHEIN is striving to clean up its environmental track record. It’s even began using some recycled materials and recyclable packaging;

Will ownership by SHEIN turn off Everlane’s loyal, earth-conscious customer base? Or will SHEIN customers revel in trading up? Either way, it’s not all bad news for sustainable style. CEO Alfred Chang insists that Everlane will remain "an independent brand, staying true to our longstanding brand values, sustainability commitments and exceptional quality."

Meanwhile, Everlane founder Michael Preysman just told Fast Company that he’s launching another brand—stillradical.com, a new project with a cryptic, no-frills website. “I started Everlane in 2011. Last week, the current management team sold it to Shein. So we’re starting over. Same principles, but a new take. And this time: no venture capital, no private equity.” Stay tuned.

Vanessa Groce