Italy has just struck Shein with a fine of $ 1.15 million on greenwashing on misleading complaints

The AGCM watchdog accuses the colossal of rapid fashion based on China of having “adopted a misleading communication strategy concerning the characteristics and the environmental impact of its clothing products”.

The fine was imposed on Infinite Styles Services Co. LTD, the company responsible for the management of shein products trading websites in Europe, the guard dog said in a statement.

The AGCM accused it of “deceptive and / or deceptive environmental messages … in the promotion and sale of shein brand clothing products”.

These are “in some cases, vague, generic and / or too emphatic, and in others, misleading or osses”.

In particular, claims on the recyclability of products “have proven to be false or at least confusing,” he said.

Consumers may easily have to believe that Shein products were made exclusively from sustainable and fully recyclable materials, “a declaration which, given the fibers used and current recycling systems, does not reflect reality”.

The AGCM also disputed the claims of the retailer that it would reduce greenhouse gas emissions by 25% by 2030 and reach zero emissions by 2050.

These “vague” promises of a company that has experienced phenomenal growth in recent years has been “contradicted by a real increase in Shein greenhouse gas emissions in 2023 and 2024,” he said.

Environmentalists have long warned of damage suffered by the unnecessary trend in the rapid fashion sector of the production of low -cost clothing that are quickly thrown.

Fast fashion uses massive quantities of water, produces dangerous chemicals and obstructs discharges in poor countries with textile waste, while generating greenhouse gases in production, transport and elimination.

Shein did not immediately respond to a request for comments.