Italy Opens Greenwashing Investigation Into Shein

Shein is once again under scrutiny, this time for possible greenwashing, as Italy’s antitrust watchdog has launched an investigation.

The probe focuses on Infinite Styles Services Co., which manages Shein’s online presence in Italy, and examines potentially misleading sustainability claims on the website.

Key sections under investigation include Shein’s “#SheinTheKnow”, “EvoluShein,” and “social responsibility” pages.

The Italian Competition Authority suspects that Shein’s “EvoluShein” collection, which boasts about responsibly sourced materials, may have misled consumers about the recyclability and use of “green” fibers.

The watchdog also questions the disconnect between Shein’s ambitious decarbonization goals and its growing greenhouse gas emissions, which nearly doubled between 2022 and 2023.

Despite its pledge to cut emissions by 25% by 2030, Shein’s carbon output ballooned from 9.2 million to 16.7 million metric tons, according to the company’s 2023 sustainability and social impact report.

Environmental group Stand.earth expressed alarm over Shein’s rapid growth, noting that the company’s increasing emissions erase any progress made by other brands in reducing their environmental impact.

In fact, Temu’s rival generates more pollution than Paraguay, according to the nonprofit.

In response to the investigation, a Shein spokesperson expressed the company’s willingness to cooperate with Italian authorities, reaffirming its commitment to legal compliance and transparency with customers.

Under Italian law, companies found guilty of violating consumer rights can face fines ranging from €5,000 to €10 million.

Meanwhile, the European Union is preparing stricter regulations to curb greenwashing, prohibiting the use of vague eco-friendly terms like “environmentally friendly,” “natural,” and “biodegradable” unless they are backed by solid evidence