What: Shein's Adam Whinston spoke of the company's sustainability plan covering supply chain, carbon emissions and droves of customer data.

Why is it important: Leaning heavily into Shein’s data, head of sustainability, Adam Whinston, aimed to lay to rest some misconceptions about the company. Speaking to Shein’s small batch production (only 50 to 100 pieces) and real-time feedback loop from customers, Whinston argued the model is a “transformative” approach that “reduces our overall production and creates less waste.”

Shein styles have a 98% sell-through rate. Referencing customer data including a 15,000-person survey, only 1% of Shein customers are only wearing their Shein pieces once. Along with a 7% return rate, the company also found evidence of its customer engaging in circular habits despite the alleged quality indifference of fast fashion goods.

Whinston addressed the mission to expand Shein’s “EvoluShein” capsule line, which is a sustainably-billed line using recycled polyester, into the company’s broader sustainability aims. One goal is to convert its entire viscose base to CanopyStyle sourcing standards.

Along with improved auditing standards, Shein is “exploring on-shoring,” and already counts on a new Indiana warehouse to reach the land-locked U.S. consumer.

Shein’s head of sustainability sets company record straight