In a deal that has been likened to “SeaWorld buying PETA,” Shein — the Chinese ultra-fast-fashion giant synonymous with cheap, mass-produced clothing — has acquired sustainable apparel brand Everlane for an estimated $100 million. The irony is hard to ignore: Everlane built its reputation as the ethical antidote to fast fashion, while Shein has faced years of criticism over its labor practices, environmental impact and relentless production model. The gulf between the two brands’ identities is so vast that one bewildered onlooker asked: “Which Black Mirror episode is this?”
As of Friday, Everlane’s website still proudly promotes its sustainability commitments, pledging to cut greenhouse gas emissions and achieve net-zero emissions by 2050. It’s an ethos the brand has stood by since its founding in San Francisco in 2011 by Michael Preysman and Jesse Farmer during the height of millennial consumer optimism. The brand quickly gained a loyal following for its minimalist basics and “radical transparency” philosophy, giving shoppers detailed insight into how its products were made — and exactly how much they cost to produce. It was presented as a kind of fashion utopia, far removed from the mass consumption and relentless 24-hour trend cycle that came to define so many other brands.
