Everlane sold to SHEIN, Allbirds is leaning into AI, and Reformation sold to private equity, so I have to ask: what is happening? Is ethical fashion real, or is it just marketing? Because lately, it feels like this problem keeps getting bigger.
Everlane was the very first “ethical fashion” purchase I ever made. I bought a pair of black loafers and very stupidly wore them straight out of the package to a speaking gig I had at Reformation.
Thankfully, they were very comfortable and I didn’t get any blisters, but boy, that could’ve been a very bad day.
I lived in San Francisco right as Everlane was becoming popular. They filmed a lil documentary in my house to launch their YouTube channel, and it appears to have since been removed as of writing this.
I modeled for them as you can see on the cover photo, hosted a workshop, and I met a lot of people who truly seemed to care about the core mission: more transparency, better basics, better materials, better factories - what they called ‘Radical Transparency.’
And now they’ve sold to SHEIN, which has to be one of the least sustainable fashion brands on the planet.
Because SHEIN’s entire business model feels like the exact antithesis of what Everlane is supposed to stand for. SHEIN is built for more, faster, cheaper, often releasing 1,000s of new products a day. It isn’t just fast-fashion, it’s ULTRA FAST FASHION that exceeds H&M and Zara by miles.
SHEIN seems painfully aware that people perceive them as a villain of the fashion industry. But instead of addressing literally ANY of their problems, like hazardous materials, child labor, forced labor, etc., they keep trying to prove they’re ‘sustainable’.
Does anyone remember the influencer trip to SHEIN that went very, very wrong? Or their evoluSHEIN campaign, where they talked about circularity and how they’re super ‘eco-friendly.’ And funnily enough, SHEIN has asked me to partner with them 23 times and counting. I’ve saved the emails because I find the idea SO ludicrous.
So I can’t help but wonder if purchasing Everlane is the next step in this very strange marketing process? Are they trying to buy Everlane’s ‘Radical Transparency’? Are they trying to buy that trust and access to the sustainability crowd?
That’s the question I’m digging into further in my latestt YouTube video below.
And, I don’t think this is just about Everlane. Based on what’s happening in the sustainable fashion industry. I think it is a much deeper problem.
How can you truly build a sustainable brand inside a system that rewards the least sustainable behavior? And I see this even more clearly now that I’m trying to build a sustainable brand myself.
It’s one of the reasons we’ve turned down all VC money so far. (this probably deserves its own air time where I can go more into the specifics / challenges of building a sustainable brand) But it has me constantly asking: can a sustainable brand actually survive inside an unsustainable system?
Featured Posts:
Here are some posts from the blog this week! goingzerowaste.com
📌 Your clothes might be doing more than just covering your skin…
What if the fabrics you wear every day are worth paying closer attention to? This breaks down what “non-toxic clothing” actually means, which materials tend to be better choices, and what to know before assuming something is safer.
📌 The cotton in your closet has a much bigger story than you think
Organic cotton sounds like a simple swap… until you realize why conventional cotton is so complicated. This post covers what makes organic cotton different, why it matters for soil, water, and pesticides, and when it’s worth prioritizing.
📌 The secret to buying fewer clothes might already be in your closet.
A smaller wardrobe doesn’t have to mean a boring wardrobe. This walks through how to build around pieces you actually wear, so you can reduce impulse buys, avoid closet overwhelm, and still feel like you have options.
🎥 highlighted video of the week:
I unpack everything you need to know about the SHEIN takeover of Everlane, and a look at what is happening to the sustainable fashion industry as a whole.
This goes over SHEIN’s history of greenwashing including the crazy influencer campaign you truly have to see to believe. In response to touring a ‘factory’ an influencer said, ‘They weren’t even sweating!’
Whether you support this work by being a paid member, sharing, liking, or simply reading - I am so thankful you’re here. ❤️
Sincerely,
Kathryn
Going Zero Waste
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