Italy Opens Greenwashing Probe Into Shein Website

Italy s antitrust agency has initiated an investigation into Infinite Styles Services CO. Limited, a Dublin-based company that operates Shein s website and app. The probe focuses on potential misleading environmental claims made on Shein s fast-fashion retailer website. The Italian authority alleges that Shein s website falsely portrays the production and commercial sustainability of its garments through vague, confusing, and/or misleading environmental claims. The investigation also highlights that some information on the evoluSHEIN clothing collection, which is declared to be sustainable, could deceive consumers about the amount of green fabrics used and the fact that the garments cannot be further recycled. Additionally, Shein s website appears to emphasize a commitment to decarbonization, which contradicts the increase in greenhouse gas emissions shown in Shein s sustainability reports for 2022 and 2023. Shein, founded in China and known for its cheap tops and dresses, has responded by stating its readiness to cooperate with the Italian authorities and provide necessary support and information to address any inquiries. The investigation comes amidst increased scrutiny of Shein s treatment of workers and environmental record, especially after reports of potential listing of its shares in London. The European Union s new anti-greenwashing regulations, which came into effect this year and will apply in all member states in two years time, prohibit companies from making vague environmental claims about their products without evidence to back them up. Italy s antitrust body, responsible for competition issues and consumer protection, has also opened investigations into online search giant Google and luxury brands Armani and Dior. Companies found in breach of consumer rights rules face fines ranging from 5,000 euros to 10 million euros ($5,590 - $11.2 million). Shein has its Europe, Middle East, and Africa headquarters in Dublin, while its global headquarters are in Singapore. The country s Competition and Markets Authority has written to well-known fashion labels, advising them to review their practices after issu

Source: businessoffashion.com
Published on 2024-09-25

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