Italy’s antitrust agency has launched an investigation into a Dublin-based company that operates Shein’s website and app over possibly misleading environmental claims made on the fast-fashion retailer’s website. The investigation targets Infinite Styles Services and accuses Shein’s website of trying “to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims,” the antitrust agency said in a statement. Shein said it was “ready to cooperate openly with relevant Italian authorities, providing the necessary support and information to address any inquiries”.
The probe is the latest in a string of investigations by regulators across Europe into potentially misleading environmental claims by companies, as new European Union regulation seeks to crack down on greenwashing. The Italian authority said some information the website gives about Shein’s “evoluSHEIN” collection could mislead consumers about the amount of “green” fabrics used, while also failing to tell them that the garments are not recyclable..