The big picture:

Italy’s antitrust agency has launched an investigation into Shein’s website operator, Infinite Styles Services Co., over potentially misleading environmental claims.

• The probe focuses on vague and potentially deceptive sustainability messaging on Shein’s website.
• It’s part of a broader EU crackdown on greenwashing in the fashion industry.

The investigation targets Infinite Styles Services CO. Limited and accuses Shein’s website of trying “to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims,” the antitrust agency said in a statement

Why it matters:

Fast fashion faces increasing pressure to address its environmental impact and transparency in marketing.

By the numbers:

• Only 22% of post-consumer textile waste is collected for re-use or recycling in the EU.
• Textile consumption has the 4th highest impact on climate change and the environment.
• Over 50% of green claims by EU companies were found to be vague or misleading in a recent study.

Related Article: ESAs define greenwashing as when sustainability claims don’t accurately represent an entity’s profile

Key allegations:

1. Misleading information about “green” fibers in the “evoluSHEIN” collection.
2. Omitting details about non-recyclability of clothing.
3. Emphasizing decarbonization commitments while sustainability reports show increased emissions.

What they’re saying: “SHEIN is ready to cooperate openly with relevant Italian authorities, providing the necessary support and information to address any inquiries,” a Shein spokesperson said.

The bottom line:

This investigation highlights the growing scrutiny of environmental claims in the fashion industry, especially for fast-fashion retailers like Shein.

Food for thought:

1. How can consumers verify the authenticity of sustainability claims made by fashion brands?
2. What role should regulators play in ensuring transparency in environmental marketing?
3. How might this investigation impact Shein’s reported plans to list its shares in London?