Fast fashion giant Shein buys eco-conscious brand Everlane

Ajouté : 2026-05-25

[00:00:00]Servicing a global network of Shein customers.

[00:00:04]It's an unlikely fit. Chinese fast fashion giant Shein is buying American retailer Everlane, known for clothing that's ethical and eco-friendly. The online backlash has been swift. I'm like gobsmacked by this because these two things are so completely opposite.

[00:00:23]>> Shein, of all of all brands, $100 million to completely throw away your entire supposed ethos.

[00:00:31]The deal appears to be a lifeline for Everlane, which has struggled with falling sales and rising debt. They failed, I think, ultimately because of traditional business missteps. They opened up expensive stores with long leases. Their merchandising turned out to be stale and slow. Taking over Everlane gives Shein a physical foothold in the US, access to a higher-end market, and perhaps a chance to improve its reputation.

[00:00:59]In a statement to CBC News, Everlane CEO said the company will remain an independent brand, staying true to long-standing brand values, sustainability commitments, and exceptional quality.

[00:01:12]Some customers are skeptical. This really reconfirms to me that Everlane never really cared about being sustainable or ethical. It was just a marketing ploy. Natural materials.

[00:01:23]>> The Everlane news comes just weeks after eco-friendly sneaker brand Allbirds announced it was abandoning its mission, raising questions about the future of sustainable fashion. And do you think that this is a wake-up call that that values and and good intentions alone aren't enough?

[00:01:39]So, when, you know, the market rewards that lowest price, fast delivery, responsible brands are are competing at a structural disadvantage. In a tough economy, most consumers are looking for the best bang for their buck. That brings Shein a lot of business. It was forecasted to earn nearly $2 billion dollars profit last year. Nisha Patel, CBC News, Toronto.