Everlane is reportedly being bought by Shein, and getting dragged for it online
Everlane, a millennial clothing brand known for sustainable fashion, is selling to fast-fashion giant Shein, according to multiple reports.
Hold onto your Way-High Curve mom jeans.
Everlane, a clothing brand best-known for championing ethical and sustainable fashion, is being bought by Shein, a Chinese fast-fashion giant notorious for questionable supply chain and sustainability practices, according to reports from multiple outlets.
The news broke Sunday, when it was first reported by Puck’s Lauren Sherman. Since then, fans of the millennial-favorite brand have turned their wrath toward its social media pages, forcing Everlane to delete negative comments on Instagram.
According to Puck and the Information, Shein is acquiring Everlane from majority owner L Catterton for about $100 million, and the company’s board signed off on the deal Saturday. A notice to shareholders went out Sunday morning.
Everlane, a direct-to-consumer company with stores nationwide — including at the King of Prussia Mall — had been on unstable financial ground for years. L Catterton began shopping the brand around back in March.
But the irony is not lost on devoted fans.
As noted by Fast Company, Shein has been credibly and repeatedly accused of forced labor, design theft, and poor environmental practices. A Yale study called Shein “the biggest polluter in fast fashion.”
On social media, fans of Everlane are in mourning, citing their favorite boxy-cut T-shirts and high-waisted jeans. They’re also putting some pressure on the brand.
Days before the deal, Everlane posted an Instagram carousel touting its sustainability standards.
“Better isn’t a mood. It’s a standard we refuse to lower,” the graphic said. “And yet, you lowered it,” one Instagram user commented. “Circling back on this,” wrote another. Several comments posted on Sunday criticizing the deal across several Everlane posts appear to have been deleted as of Monday morning.
It’s unclear exactly what the acquisition will mean for Everlane’s future, regarding the brand, manufacturing, and its brick-and-mortar locations (including the King of Prussia Mall location on the first floor). Neither Shein nor Everlane have commented publicly on the sale as of publication time.
