Shein Faces Scrutiny In Italy Over Possible Greenwashing

Italy’s antitrust police are looking into Shein, the online fast fashion behemoth, for potentially making false statements about its environmental efforts.

The country’s independent competition commission said in a statement that the greenwashing investigation would focus on Infinite Styles Serves Co. Limited, a Dublin-based company that manages Shein’s website and app.

Shein Faces Scrutiny In Italy Over Possible Greenwashing

Shein was started in China and is now headquartered in Singapore. It has risen to prominence in the retail industry, thanks to a business model that enables it to produce garments in real-time and deliver it straight to clients from factories mostly in China.

That has allowed the company to sell things at extremely low prices and attract customers who can go to its website and buy $11 sweaters, $2 cellphone cases, and other items from a constantly updated range of stuff.

However, Shein’s detractors have long contended that the company’s tactics foster overconsumption and environmental waste, both of which the retailer claims it is attempting to address.

However, Italian regulators accuse the corporation of misleading customers with statements about the environmental sustainability of the apparel it sells. Environmental organisations have claimed that similar deceptive methods, known as greenwashing, occur throughout the corporate sector.

Italy’s anti-trust office, known in Italian as AGCM, claims that some of the environmental references on Shein’s Italian website are misleading or omit information. Images advertising Shein’s garments as sustainable are also made “through generic, vague, confused, and/or misleading environmental assertions,” according to the authority.

The watchdog specifically mentioned information from Shien’s “evoluShein” line, claiming that it may have misled consumers into believing that the clothing they purchased could be recycled.

AGCM also claimed that Shein’s website’s declared commitment to decarbonisation was in “apparent contradiction” with the increases in greenhouse gas emissions listed in Shein’s sustainability reports for 2022 and 2023.

The online shop stated that it would assist with the Italian probe.

Shein Faces Scrutiny In Italy Over Possible Greenwashing

“We would also like to take this opportunity to reaffirm our commitment to complying with the laws and regulations in the markets where we operate and to maintaining transparency with our customers,” Shein said in a news release.

Shein has also faced issues in other parts of Europe. Critics and advocacy groups, including Amnesty International UK, have protested the company’s potential listing on the London Stock Exchange due to labour and environmental issues.

SOURCE | AP