Rhiannon Joyce

supposedly has stood for and stands for today.

The price point of Shein's items as well, so, so cheap.

And it's just buying into this trend cycle.

Their sustainability impact on the world is so bad that last year Shein was actually fined 1 million euro for making misleading or emissive environmental claims about its products.

So that was by the Italian authorities.

And according to The Guardian, this wasn't actually the first time they've been targeted by European regulators and being called out for the fact that they are just deeply unsustainable.

Yeah.

It's also their original formula that they were known for, which is this basics but better model, was being replicated by high street brands.

Like you referenced it yourself, like COS and these other brands were really tapping into that strategy.

And it's like, when you don't have that point of difference anymore, it's really, really hard to maintain strong sales and build that profit margin up.

That's a great question.

Okay.

I think Shein has some major brand rehab that they need to do because, and again, maybe this is subjective because I care about sustainability.

I care about natural fibres.

I care about that this

business is like destroying the fashion industry, but also our planet, right?

So I have to put my bias up front or to the front that I don't like Shein and what they're doing to the world.

I think that brand rehab piece and why I'm bringing that in is that they need to look like they're doing more than just destroying the planet.

So for me, it's like a really...

weak attempt at trying to be like, oh, but look at all this good stuff we're doing with this brand whose origins and their whole ethos is in sustainability by design because we acquired them now.