What: Shein releases a new collection which ticks all the boxes of respectability: sustainable, responsible and socially committed.

Why it is important: Shein has been massively criticized for its opacity and environmental impact. This new collection shows that they are addressing these criticisms seriously, even though the size of the collection (1,500 at the end of September) is quite small compared to the usual business at Shein (6,000 new products per day).

Shein has announced the launch of evoluShein, a purpose-driven collection available worldwide online at the end of April. This line includes inclusive sizing, responsibly sourced materials and supports women’s empowerment.

The line is also connected to Vital Voices, an international non-profit organization investing in women leaders addressing gender-based violence, climate crisis and economic inequalities.

The first capsule includes recycled polyester used from plastic waste, which uses less water and energy than virgin polyester and Shein aims to use evoluShein as a laboratory to test new sustainable ideas and processes before rolling them over for the regular Shein products.

Shein envisions a total collection of 1,500 SKUs for evoluShein within September 2022. For memory, Shein releases 6,000 new products per week.

Shein unveils a purpose-led range