Italy probes Shein over greenwashing claims

It claims Shein misrepresents sustainability with vague and misleading product statements.

Italy's antitrust agency has launched an investigation into Infinite Styles Services CO. Limited, which operates Shein’s website and app, over potentially misleading environmental claims, Reuters reported.

According to the report, the agency claims Shein is attempting to present a false image of sustainability through “vague, confusing, and misleading” statements about its products.

The inquiry is part of a wider effort by European regulators to tackle misleading environmental claims, as new EU regulations against greenwashing come into effect. 

The Italian agency also noted that information on Shein's 'evoluSHEIN' collection may mislead consumers regarding the use of “green” fabrics and failed to mention that the garments are not recyclable. 

Additionally, it highlighted inconsistencies between Shein's sustainability claims and the increase in greenhouse gas emissions reported for 2022 and 2023.

Meanhwile, Shein said it is prepared to cooperate with the Italian authorities to address any concerns.

As a Chinese-based fast-fashion retailer known for low prices, Shein is facing increased scrutiny over its labor practices and environmental record, especially as it considers a share listing in London.

Under new EU regulations, companies are prohibited from making vague environmental claims without supporting evidence.