Shein, the fast fashion giant, has recently highlighted its adoption of Cool Transfer Denim Printing technology, claiming significant reductions in water and energy consumption during denim production. In 2024, the company reported producing approximately 380,000 denim pieces using this method, purportedly saving over 10,000 metric tons of water compared to traditional techniques.
However, these efforts appear minimal when considering Shein’s overall environmental impact. In 2023, the company’s greenhouse gas emissions surged by 45%, from 9.17 million metric tons of CO₂ equivalent in 2022 to 16.68 million metric tons, with over 99% attributed to its supply chain.
Critics argue that Shein’s business model, characterized by rapid production and low-cost apparel, inherently promotes overconsumption and waste. The company’s vast product offerings and aggressive marketing strategies encourage a disposable fashion culture, exacerbating environmental degradation.
Furthermore, Shein’s sustainability claims have come under legal scrutiny. In 2024, Italy’s antitrust watchdog launched an investigation into the company for potential greenwashing, scrutinizing the accuracy of its environmental assertions.
While Shein’s adoption of water-saving technology in denim production is a step toward sustainability, it does not address the broader environmental issues associated with its fast fashion model. Without a comprehensive commitment to sustainable practices across all facets of production and a shift away from promoting disposable fashion, such initiatives may be perceived as superficial attempts to placate growing environmental concerns.