Everlane, a company that promised shoppers affordable and ethically defensible clothing, may be over as customers have known it. The $100 million deal to sell the brand to fast-fashion giant Shein has left many feeling betrayed, given Shein’s history of shoddy quality and unsafe working conditions.
Alfred Chang, Everlane’s CEO, confirmed the sale, stating that Everlane will remain an independent brand under Shein and uphold its sustainability commitments.
However, customers are skeptical, with many taking to social media to express their concerns about the potential decline in quality and the contradiction between Everlane’s values and Shein’s practices.
Writer Sophie Vershbow joked about stocking up on Everlane’s clothes before the sale, saying “Cool cool need to go buy 46 white t-shirts before the formula changes.”
Everlane’s commitment to “radical transparency” and sustainability had eased customers’ guilt about buying new clothes, but the sale to Shein has raised concerns about the brand’s future. The brand’s customers are unlikely to forgive the company for compromising its values, and they will likely lose trust forever.
Shawn Grain Carter, an associate professor at the Fashion Institute of Technology, said the acquisition is “problematic” and feels like a “betrayal” of Everlane’s values and customers. They noted that Shein has been accused of stealing designs from independent brands and has a history of unsafe working conditions.
The company has also been criticized for its environmental impact, with Brittany Sierra, founder of the Sustainable Fashion Forum, saying that the sale reinforces a “damaging message” that even sustainable brands will eventually fold into the fashion system that prioritizes speed and low costs over sustainability and ethics.
Madeleine Alizadeh, a fashion writer and founder of the sustainable brand DariaDeh, said that Everlane’s sale to Shein feels like a personal betrayal, given the brand’s pioneering role in sustainable fashion. It undermines the legacy that Everlane built as a leader in the industry.
As the fashion industry continues to grapple with issues of sustainability and ethics, the sale of Everlane to Shein serves as a reminder of the challenges of scaling a brand while maintaining its values, much like the wealth displayed at high-profile events.
Everlane’s sale to Shein may mark the end of an era for the brand, but it also raises important questions about the future of sustainable fashion and the role of consumers in driving change. The $100 million deal has sparked a conversation about the tension between growth and values.
As consumers become increasingly aware of the environmental and social impact of their purchasing decisions, brands like Everlane will need to navigate the challenges of sustainability and ethics in order to maintain their trust and loyalty. They will have to find a way to balance their commitment to sustainability with the pressure to scale and grow their business.
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