Italy Probes Shein's 'Green' Claims Amid Regulatory Crackdown

Italy's antitrust agency is investigating Dublin-based Infinite Styles Services, which manages Shein's Italian website, for potentially misleading environmental claims. The inquiry scrutinizes Shein's 'evoluSHEIN' collection and its sustainability statements, which may deceive consumers. This follows the EU's anti-greenwashing regulations to enforce transparency in environmental claims.

Italy's antitrust agency has initiated an investigation into Dublin-based Infinite Styles Services, which manages the Italian website of online clothing retailer Shein, over allegedly misleading environmental claims.

The probe targets Infinite Styles Services CO. Limited, accusing the firm of presenting an image of sustainable production through vague and potentially misleading environmental claims, according to a statement by Italy's antitrust authority. Shein has not yet commented on the matter.

The antitrust body highlighted that the information on Shein's 'evoluSHEIN' clothing line might mislead consumers regarding the use of green fibers and noted the inconsistency between the company's claimed decarbonization efforts and its rising greenhouse gas emissions reported in 2022 and 2023. This aligns with new EU anti-greenwashing regulations aiming to curb unsupported environmental claims.