We have written about the environmental impacts of fast fashion including carbon dioxide emissions and water usage, along with a move to regulate the industry.
In the past month, fast fashion producer Shein, has been fined by both French and Italian regulators for misleading environmental claims.
In France, the company was fined 40 million euros for its deceptive pricing practices and confusing environmental claims. France's Directorate for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) which is responsible for French consumer law, noted that the company was "unable to justify the environmental claims made on its website”.
Italy's competition authority (AGCM) imposed a one million euro fine for misleading claims on the website. The regulator noted in its decision that the Shein’s statements on its circular system design and product recyclability "were found to be false or at the very least confusing", and that it had exaggerated the green credentials of its 'evoluSHEIN by design' collection.
In response to the AGCM fine, Shein said in its statement: "We have strengthened our internal review processes and improved our website to ensure that all environmental claims are clear, verifiable, and compliant with regulations."
In both cases, Shein accepted the fines.
While regulators are holding this company, and others, accountable for their claims, we can hold them accountable (and support environmentally focused businesses) by choosing where we spend our money.