Story perspectives

Shein to buy majority stake in struggling Everlane

5/24/2026

Summary

Shein Acquires Everlane

Shein will acquire a majority stake in Everlane, pending regulatory approval.
Everlane CEO Alfred Chang confirmed the deal and said the brand will keep its standards, philosophy and leadership team while operating independently.
Everlane carries about $90 million in debt and falling sales, prompting the need for ownership.
Analysts say the acquisition may provide stability but could alienate customers who view Shein as a polluter, raising doubts about Everlane’s ethical reputation.

Summary

Consumers Prioritize Price

Forrester analyst Dipanjan Chatterjee reports that consumers now prioritize price, convenience, reliability and design over sustainability.
Everlane’s plain-basic line failed to compete with Uniqlo, Quince and Walmart’s cheaper, non-virtue-signaling offerings.
Allbirds sold for $39 million, about 1 % of its peak valuation.
Beyond Meat removed the word “Meat” from its brand to focus on protein drinks.
Analysts argue that overconsumption, rather than single-product ethics, blocks meaningful climate impact.

History

Historical Context

Shein’s 2024 purchase of Everlane arrives amid a decade of sustainability pushes in fast fashion. H&M began that shift by launching its Conscious Collection in 2009 and adding a voucher-for-used-clothing program in 2013, later partnering with Canopy in 2014 to source forest-friendly viscose. The industry now recycles about 90% of its down, a figure reported in 2024.

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Shein Acquires Everlane

Shein will acquire a majority stake in Everlane, pending regulatory approval.
Everlane CEO Alfred Chang confirmed the deal and said the brand will keep its standards, philosophy and leadership team while operating independently.
Everlane carries about $90 million in debt and falling sales, prompting the need for ownership.
Analysts say the acquisition may provide stability but could alienate customers who view Shein as a polluter, raising doubts about Everlane’s ethical reputation.

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