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Shein’s claim that it will reach net-zero emissions by 2050 has come under fire in Germany.
Environmental Action Germany, a German environmental and consumer protection organisation known as DUH based on its local name, concluded a legal challenge against the ultra-fast fashion retailer last week that forces Shein to provide evidence for the claim on its German website or remove it.
In a statement to The Business of Fashion, Shein said it had “engaged constructively with DUH over recent months,” adding that it had published additional information on its website to provide “greater transparency around its sustainability targets, data and progress.” The company said it welcomed the engagement as part of its commitment to ongoing dialogue with stakeholders.
The complaint by DUH, filed in December against Shein’s platform operator Infinite Styles Services Co. Ltd., argued the retailer failed to provide concrete, transparent or credible measures to support its climate neutrality pledge, specifically its claim “to reach net-zero by 2050,” despite Shein’s own disclosures showing total emissions rose 23 percent in 2024. Although the company only set its goal to reduce emissions in 2023, DUH said under German consumer protection law, Shein’s environmental claims constitute consumer deception, as they create a misleading impression of a company’s environmental performance and future conduct.
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According to DUH, rather than contest the case in court, Shein submitted “a legally binding cease-and-desist declaration” that triggers “significant financial penalties” on any future violations of the commitment.
Viola Wohlgemuth, DUH’s senior expert on textiles and circular economy, said subsequent reviews of Shein’s revised sustainability messaging identified further breaches, including allegedly misleading product claims such as “environmentally friendly,” “local” and “100% natural,” prompting additional legal steps communicated to the company last week. DUH said Shein has not yet responded.
DUH has separately been urging Germany’s environment minister, Carsten Schneider, to accelerate extended producer responsibility rules for the fashion sector, ensuring that rules for textile waste also apply to platforms like Shein and be effectively enforced.
The retail giant was reported to be facing investigations by the EU this month based on the sale of illegal products on its platform, although the EU Commission said the website is unlikely to be suspended.
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