Founded in 2012, Chinese fashion house Shein is a leading global online retailer with key hubs in Singapore, China, and the United States, among others. Shein’s ‘fast fashion’ reaches consumers in more than 150 countries around the world achieving true success figures in terms of sales. A case worthy of analysis that many defend due to the wide range of garments and sizes, as well as very competitive prices; and that many others criticize due to the environmental and social impact that this type of company entails.
A few days ago, the hoax that the Chinese fashion giant would cease its sales in Europe jumped on social networks such as Twitter and TikTok, but nothing could be further from the truth, the company did not take long to deny the news, making it clear that they maintained their intention to continue marketing its products in the European market, and this is confirmed by the Shein communication team in Spain.
At the same time, the brand also announced the launch of its new evoluSHEIN collection, a line that the brand itself defines as “Sustainable. With inclusive sizing and responsibly sourced materials, a new collection that supports empowering projects led by women… a new affordable line created for customers looking for more than just fashion, a positive impact on their purchases.” The garments in this new collection are made with fabrics such as recycled polyester, a fiber obtained from plastic waste. “To produce the fabric, materials such as used plastic bottles are carefully cleaned, ground into pieces, melted down and spun into polyester fiber. Compared to virgin polyester production, the recycled polyester process requires fewer source materials and significantly reduces the amount of water and energy needed in its production.
And it is that the reason that possibly would have caused the diffusion of the supposed closure of Shein in Europe is environmental. Last March, the European Commission announced the Green Deal to “make sustainable products the norm in the EU, promote circular business models and empower consumers in the face of the ecological transition” and the textile sector plays a role essential in this regard.
The objective of the Pact aims to achieve progress such that the garments that are sold “are long-lasting and are made with recycled fibers, without dangerous substances and produced respecting social rights and the environment.” These measures to combat the impact of ‘fast fashion’ or the fast fashion that companies like Shein are part of is what would have led several users to share that the textile giant will close in Europe, however, for now, among the measures that the European Commission has made public, there is not that of the closure of companies.
The large number of products that Shein offers at an affordable price and its variety of sizes have made the company one of the best-selling online firms, even surpassing great rivals such as Inditex or H
After the success in countries such as France, Mexico and the United States, Shein is repeating its formula and will open the doors of its first ‘pop up store’ in Madrid next Thursday, June 2, so that the brand’s followers can enjoy for the first time in the city of a physical purchase.
The temporary store will be located at Calle de Sandoval, 3 (Espacio Ephímera), one of the most central shopping areas in the capital. For 4 days, anyone who wishes can visit the pop-up store and buy the men’s and women’s collections.
