Why Everlane’s Ethical Image Makes the Shein Deal a Consumer Betrayal

Well, it happened! In May 2026, the ultra fast fashion giant Shein announced it was buying Everlane, completing a deal to take over a brand that built its reputation on ethical fashion, transparency, and sustainability. 

Do these words have no value anymore? Or are they now just marketing phrases that can be bought and resold like everything else in fashion?

The word is that the deal is reportedly worth around $100 million.

This deal left consumers feeling betrayed and angry. It was jarring because Everlane and Shein have long stood on opposite ends of the fashion spectrum. Everlane once represented slow fashion values like ethical sourcing and transparency. Shein, on the other hand, you already know how volume driven and widely criticised its supply chain has been.

Eco-Stylist Certification is supposed to be the gold star of ethical fashion, handed out only to brands that meet strict standards for sustainability, fair labour, and transparent supply chains. Everlane proudly wore that badge for years.

And then, bam, Shein bought the company. Eco-Stylist dropped Everlane’s certification after the takeover, which tells you everything you need to know about this deal.

This collision of identities has sparked a lot of reaction and a lot of questions.

According to statements from the brand, Everlane will continue to operate with some independence and maintain its sustainability commitments even after the acquisition. Are they kidding?

From Shein’s perspective, this is a strategic move, like always. It is assumed that owning a brand with ethical credibility gives it entry into a segment of fashion that values transparency and sustainability. But how? How can this mask their footprint, the greenwashing, the workers not being paid fairly?

Many long time Everlane fans feel betrayed and cheated after being led to believe the brand was ethical. For years, people followed Everlane because it seemed different, a brand that said it cared about where clothes were made. The idea that this value driven brand is now owned by a company criticised for environmental harm and questionable labour practices has left customers very uneasy.

It is being said that this deal is a form of greenwashing, using an ethical brand to give a fast fashion company a kinder public image without making real life change. 

What do you think about this acquisition? Please leave your thoughts in the comments below. We cannot wait to read what you think about this.