Anna Hartz
This Comes in the Turmoil of a €40 Million Fine from the French in July
Fast fashion is everywhere. It’s cheap, trendy, and ships fast. But behind the low prices, concerns are growing about how it affects the environment.
One of the biggest names in the business, Shein, is once again in trouble.
Italian authorities have fined Shein €1 million, reports the Guardian. They say the company gave customers false or unclear information about how eco-friendly its products are.
This is the second time in two months that Shein has faced legal action in Europe.
False Claims of Recyclability
Italy’s competition agency, AGCM, looked into the claims Shein made on its website.
They found that Shein used vague words and promises that sounded good but didn’t have much meaning. Some claims were even misleading or left out key facts.
Shein has a section on its website called “evoluSHEIN.” It says the company cares about people, the planet, and innovation.
But the Italian authority didn’t buy it. They said Shein’s statements were either confusing or flat-out wrong.
One example is the claim that some of their clothes are recyclable. That’s not true with the materials used and the way recycling works today.
The company also said their “evoluSHEIN by Design” collection was more sustainable. But the investigation found these claims were exaggerated.
The regulator warned that customers could be tricked into thinking the products are made entirely from eco-friendly materials. That’s not the case.
Not Their First Fine
The fine was given to Infinite Styles Services Co Ltd. This is the company based in Dublin that runs Shein’s European website.
In response, Shein said it worked with the investigators and fixed the issues quickly. The company says it has improved how it reviews and explains environmental claims on its site.
This isn’t Shein’s first run-in with European regulators. Last month, France fined the company €40 million for misleading customers about discounts and false green claims.
EU officials are also raising alarms. Some have called out Shein and similar companies for selling products that may be harmful to people and the environment.
The pressure on fast fashion is growing. And Shein is right in the middle of it.
