Sustainability pushed to the side as Shein named 2022’s most popular fashion brand
Shein has been named as 2022’s most popular fashion brand, according to research compiled by money.co.uk. The fast fashion company, formed in Nanjing in 2008, was named as the most Googled clothing brand in 113 countries, overtaking the likes of Zara and Nike.
Only hours after that news broke, Shein admitted working hour breaches where some employees were working 75 hours a week and only taking two-to-three days off a month, according to The Guardian.
At a time where sustainability seems to be on the rise, with plenty of businesses opting for a more environmentally friendly approach, it begs the question as to why Shein is still the fashion giant that it is. Its track record against workers’ rights is dismal, as is the information about its unsustainable environmental model. According to The Business of Fashion, Shein produces 700-1,000 new pieces daily, leaving a damning trail of 6.3 million tons of carbon dioxide equivalent a year as a byproduct.
The brand’s low price point remains a complex issue considering that, for many, cheap clothing is essential – particularly amid the cost of living crisis. Therefore, the power to make change primarily lies with fast fashion brands themselves – or with global regulators who could enforce restrictions to aid workers and the environment.
Sadly, however, with Shein sitting on top of the throne, fast fashion is clearly showing no signs of slowing down. Hopefully, with its popularity, an ethical solution can be found to mass-produce clothes without sacrificing workers’ rights or causing further damage to the planet.
