SheIn: 3 mistakes are all it takes

This morning, as I was scrolling through my Instagram feed, I read the words, “The Mysterious $15 Billion Brand Taking on Boohoo and Fashion Nova.”

Immediately, the optimistic part of me began thinking about popular sustainable fashion brands. Until I read the post’s subtitle:

“SheIn did not manage to acquire TopShop, but it could now be looking for other struggling retailers to cement its position as China’s leading exporter of ultra-fast fashion with global ambitions.” - Business of Fashion

I was introduced to SheIn three years ago by a close friend raving about how cheap and trendy their clothes were. I did the natural thing and immediately placed an order. It was almost too easy to justify spending $200 on nine items.

I’m ashamed to admit I placed multiple orders over the next two years.

Strike One

Screenshot: Valfré’s design vs. SheIn’s design

In 2017, SheIn received a cease-and-desist order from LA designer, Ilse Valfré. The designer had received multiple screenshots comparing his designs to those sold by SheIn, which were eerily similar.

While it’s not uncommon for fast fashion brands to produce knock-off versions of other designers’ work, this was SheIn’s first strike in my mind.

Strike Two

Screenshot: SheIn’s “tribal” outfit vs. shalwar kameez

In July of 2020, SheIn’s products went viral, and not in a good way. These products included “tribal” outfits, which looked very similar to what we call shalwar kameez in South Asia. I couldn’t believe they were selling my cultural clothing while labelling them “tribal.” Not only was the naming blatant disrespect to my culture, SheIn also refused to use South Asian models to promote this style of clothing.

The brand was called on to respond to complaints on multiple social media platforms. The hashtag #BoycottSheIn was created.

SheIn’s response? Removing the “tribal” clothing, without saying a word.

Strike Three

Screenshot: SheIn’s “Fringe Trim Greek Fret Carpet,” known as a janemaz by Muslims

Only a few days after SheIn’s “tribal” clothing went viral, they were once again under fire.

They termed their newest products “Fringe Trim Greek Fret carpets.” These “carpets” had pictures of mosques and the Ka’abah printed on them, symbols of the Islamic faith.

Any Muslim would immediately recognize these “carpets” as a janemaz (prayer mats), which must always be treated with respect.

While SheIn did remove the prayer mats and issue an apology, I found it difficult to justify purchasing anything from their website.

At a certain point, you realize you’re not only paying for the cheap clothing. You’re paying an added cost by supporting a brand that profits off of other’s work, culture and religion; something you can’t put a price on.

Where do you draw the line?