, China
Shutterstock photo

Italy probes Shein over greenwashing claims

It claims Shein misrepresents sustainability with vague and misleading product statements.

Italy's antitrust agency has launched an investigation into Infinite Styles Services CO. Limited, which operates Shein’s website and app, over potentially misleading environmental claims, Reuters reported.

According to the report, the agency claims Shein is attempting to present a false image of sustainability through “vague, confusing, and misleading” statements about its products.

The inquiry is part of a wider effort by European regulators to tackle misleading environmental claims, as new EU regulations against greenwashing come into effect. 

The Italian agency also noted that information on Shein's 'evoluSHEIN' collection may mislead consumers regarding the use of “green” fabrics and failed to mention that the garments are not recyclable. 

Additionally, it highlighted inconsistencies between Shein's sustainability claims and the increase in greenhouse gas emissions reported for 2022 and 2023.

Meanhwile, Shein said it is prepared to cooperate with the Italian authorities to address any concerns.

As a Chinese-based fast-fashion retailer known for low prices, Shein is facing increased scrutiny over its labor practices and environmental record, especially as it considers a share listing in London.

Under new EU regulations, companies are prohibited from making vague environmental claims without supporting evidence.

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Exclusives

Hong Kong’s K11 MUSEA bridges art, culture, and retail
Visitors find top-tier brands and museum-grade art pieces at the cultural-retail landmark.
Meta is investing big in business messaging
Companies can boost sales by reaching more customers on Messenger, Instagram and WhatsApp.
MINISO opens biggest global store in Jakarta
The Chinese retailer aims to hit 1,000 stores in the next five years from about 300 now.