Shopping Shein? What to know about the fast-fashion brand’s so-called ‘dark sides’

China-founded fashion manufacturer Shein is a staple of e-commerce, especially for generation Z shoppers. Here's what you should know about the company's explosive growth.

If you’re a regular online shopper — especially if you’re under the age of 30 or so — you’ve probably seen the name Shein, and might have bought an outfit or two from the retailer.

Founded in China in 2008 by entrepreneur Chris Xu and now based in Singapore, Shein has taken the fashion world by storm.

The company is well-known on apps such as TikTok and Instagram, where generation Z shoppers will show off their #SheinHaul — a collection of clothes ordered from the online-only retailer at deeply discounted prices.

Women’s tops advertised on the Shein Canada website, for example, are often priced under $10 and sometimes as low as $5. A flurry of banners advertise steep sales and discounts on shipping — up to 90 per cent off for an extended May long weekend sale, for instance.

Shein’s direct-to-consumer model thrived during the COVID-19 pandemic, analysts say, as brands with physical storefronts were forced to shutter during lockdowns while e-commerce boomed.

While little is known for sure about the size of its business, a Financial Times report from February says the company pegged its internal sales figures at US$22.7 billion in a recent presentation, putting the company on par with — if not outpacing — fashion giants such as Zara and H&M.

Shein planted roots in Canada last November, opening up a 170,000-square-foot warehouse with corporate offices in Markham, Ont.

Long heralded as a disruptor for its online-only model, Shein has also started toying with pop-up storefronts, potentially bringing its brand to a wider, in-person audience.