Shein faces scrutiny in Italy over possible greenwashing

Italy’s antitrust watchdog is investigating the online fast fashion giant Shein for potentially making misleading claims about its sustainability practices.

The country’s independent competition authority said in a statement that the greenwashing probe would focus on Infinite Styles Serves Co. Limited, a Dublin-based company that does business as Shein and operates the online retailer’s website and app.

Shein was founded in China but is now based in Singapore. It has had a meteoric rise in the world of retail, fueled by a business model that allows it to churn out apparel based on real-time demand and deliver it directly to customers from factories primarily located in China.

That has helped the company offer products for ultra-low prices and attract shoppers who can go on its website to buy $11 sweaters, $2 cellphone cases and other products from a quickly updated assortment of items.