The truth about fast fashion brand Shien and what sustainable brands are doing to drive a difference in the industry.
Living sustainably is an obstacle many people try to overcome every day. But are they aware of the true impacts fast fashion Is having on our home? I carried out some research on the world’s most popular fast fashion brand, Shien, to get an insight into what happens in fast fashion factories.
Shien is one of the largest fast-fashion clothing brands, with customers in over 220 countries worldwide. The brand’s main location is China, where factories are producing over 1 million garments every day. The fast-growing nature of the brand has been catapulted due to the affordable prices they offer for all their clothing, with prices ranging from £2-£15. The website is constantly offering new ‘deals’ that are being described as “too good to miss” (India, Student 21).
The budget-friendly offers that Shien provides promote the notion that you can discard your used clothing and replace it for remarkably low costs. However, this comes at a huge disadvantage to Shien’s factory workers as they are under extreme pressure to produce high levels of clothing every day. This has led to questions arising around the ethics of the company.
Inside the Shien Machine.
A recent study carried out by Channel 4 has revealed the truth behind Shien and its factories. An undercover worker was sent into a Shien factory to discover how they are rapidly producing extraordinary levels of clothing every day. It was reported by Channel 4 that: “Workers are paid on a pay-by-piece basis which means that workers are only paid for the garments they produce.”
This conversation was reported:
How many days off a week are you given?
We are lucky to get one day off a week.
What time do you finish work on a day to day basis?
We are lucky to get out before 1 or 2am.
Channel 4 Documentary (see above)
The fast fashion brand is slowly beginning to dominate the online fashion market. The brand is constantly contacting influencers with ‘free items’ that they can promote to their audience. This level of interaction with influencers is encouraging more people to participate in this ‘Shien machine’ that is spiralling out of control.
Brands Driving a Difference
More and more sustainable brands are starting to emerge. They are rapidly trying to promote the importance of a sustainable production process as well as ethical fabrics. Brands such as:
- Veja
- Tea and Tequila
- Hurr
- Reformation
- Carhartt
These are just a handful of the many brands that hold sustainability at the heart of their brand.
Veja: Price Range £90-£120
https://project.veja-store.com/en
Veja is a vegan shoe brand. Their factories are mainly based in Brazil due to the robust industries with the high added value it offers. The company created a sustainability idea called “The Veja Project – We mix social projects, economic justice and ecological materials.” This project has a range of different values, including:
Veja are very open about their close working relationship with their producers. This aims to cut out the middle man so they can be present throughout the whole production process. Veja use organic cotton from sustainable farms and 100% recycled fabric to create their shoes.
Tea and Tequila: Price Range £50-£150.
https://www.teaandtequila.com/pages/about
Tea and Tequila is a fast-growing accessories and clothing brand. They are very open about their focus on sustainability and use this to produce their items. The brand believes:
The importance of building a good relationship with the artisans and the collaborators is the most healthy and respectful way to grow as a brand.
Tea and Tequila Webiste
The production process is based in Mexico where they can combine British styles with Mexican craftsmanship. Instead of producing it’s products at a fast pace, like many other brands, they take it slow. The brand values the skilled hands that craft each piece that is made.
We aim to empower artists and artisans that lie In the heart of our brand, to celebrate and preserve traditional techniques inherited down through the ages.
Tea and Tequila Website
What can you do?
The importance of sustainable brands driving a difference within the fashion industry is becoming more important every day. Carbon emissions are expected to rise by 50% by 2030 if the fashion industry does not change their production process to be more ethical. Molly, a second-year student, admitted that:
I am aware that my shopping habits may not be the most ethical, I want to try and make more effort using sustainable apps like Vinted and shopping from sustainable brands.
Molly, Second-year Newcastle Student
Encouraging friends and family to use second-hand apps can help make a small difference which will have a big result. Taking the time to research and engage with brands that have sustainable ethics will help improve the fashion industry as well as help reduce consumption from brands like Shien.
