06/08/2026
Shein just bought Everlane. 🤯
The king of ultra-fast fashion acquiring the self-proclaimed gold standard of “radical transparency” isn’t just irony—it’s a confession. It proves what skeptics have argued for years: in fashion, “sustainability” was never a value. It was a marketing asset, sold to the highest bidder.
The rest of the industry is no less contradictory:
* Reformation can’t reconcile its climate pledges with private-equity growth targets.
* Nike’s recycled jerseys prove circular fashion hits a ceiling when you’re still spinning oil into plastic.
* The Reality: Textiles are now the EU’s 4th largest source of microplastics. A single gram of synthetic fabric sheds 3.7 million toxic fibers.
But the consumer rebellion is real. People are sewing again. Audiences are swapping TikTok’s algorithm for long-form content. Startups are reinventing raw materials from the molecular level up.
The landscape is shifting. Read the full deep-dive on my latest Substack.
🔗 Link in bio to read the new edition of Sustainability Pulse.
