Italy Investigates Shein's Environmental Claims Amid EU Crackdown on Greenwashing

Italy's antitrust agency has opened an investigation into Shein's environmental claims on its website and app. The probe targets allegations of misleading sustainability claims in its 'evoluSHEIN' collection. Shein is cooperating with Italian authorities as the EU implements stricter regulations against greenwashing practices.

Italy's antitrust agency has launched an investigation into Infinite Styles Services CO. Limited, the Dublin-based operator of Shein's website and app, over allegedly misleading environmental claims made by the fast-fashion retailer. According to the agency, Shein's website attempts to project an image of sustainability through ambiguous and potentially deceptive statements.

Shein has expressed its willingness to cooperate with Italian authorities, offering the necessary support and information to address the matter. This investigation is part of a broader initiative across Europe to scrutinize potentially misleading environmental claims by companies, in line with new European Union regulations aimed at combating greenwashing.

The Italian authority highlighted concerns about the information provided on Shein's 'evoluSHEIN' collection, suggesting it might mislead consumers about the use of 'green' fabrics and the recyclability of garments. Additionally, claims of commitment to decarbonization seem inconsistent with Shein's rising greenhouse gas emissions reported for 2022 and 2023. Founded in China, Shein has faced increasing scrutiny over its environmental practices and treatment of workers as it considers a potential share listing in London.

(With inputs from agencies.)