Investigation into Greenwashing Accusations against Shein in Italy
The Italian Competition Authority (AGCM) has launched an investigation into fast-fashion retailer Shein, alleging that the company may be creating a misleading image of sustainability through vague and generic environmental claims.
Shein, known for its quick-turnaround business model, has been under scrutiny for its environmental impact and labor practices. The AGCM's investigation targets specific sections of Shein's website, including the '#SHEINTHEKNOW,' 'evoluSHEIN,' and social responsibility sections.
The investigation also extends to Infinite Styles Services Co., which manages Shein's website in Italy. The AGCM points to Infinite Styles Services' emphasis on its commitment to decarbonization, but notes that this objective appears to be contradictory to the increase in greenhouse gas emissions reported in Shein's sustainability reports in 2022 and 2023.
The investigation is ongoing, with the persons involved typically including the commissioners and investigators of the Italian Competition Authority (AGCM). Specific names are not publicly disclosed.
Shein has reaffirmed its commitment to complying with laws and regulations in the markets it operates in and maintaining transparency with its customers. The company has also announced plans to invest 200 million euros into European startups specializing in textile-to-textile recycled materials innovation and related fields.
The environmental impact of fast fashion as a whole has been a topic of concern. Major fashion brands continue to rely on synthetic fibers, according to a report published in September 2024. This, coupled with the quick production and disposal cycles, contributes to the industry's significant carbon footprint.
This investigation follows similar allegations against other major fashion brands. Nike was sued in May 2023 for falsely and misleadingly marketing products as sustainable and environmentally friendly. Lululemon is currently under investigation for alleged false and misleading statements in its 'Be Planet' marketing campaign, as per a request made by an advocacy organization in February.
Shein has expressed its readiness to cooperate openly with Italy's government to address the inquiry. The company's response will be closely watched as it navigates this investigation and continues to face questions about its sustainability claims.
