economy
I believed sustainable fashion’s hype. But between Everlane and Allbirds, the letdowns keep coming
Sustainability promised to change the industry. With Shein reportedly acquiring Everlane, and Allbirds pivotting from eco sneakers to AI, it seems that promise was mostly marketing
TL;DR
- Major global brands are retracting net zero goals and reducing focus on DEI initiatives.
- Shein, an ultra-fast fashion giant with alleged links to forced labor and opaque supply chains, is reportedly planning to acquire Everlane, a sustainable basics brand.
- Everlane is reportedly losing money, leading to layoffs and office closures, making it vulnerable to acquisition.
- Allbirds, another sustainable fashion company, has pivoted from carbon-neutral sneakers to AI, rebranding as NewBird and experiencing a stock surge.
- The author, formerly a sustainability editor, expresses disillusionment with the corporate embrace of sustainability, which now appears to be driven by profit rather than genuine commitment.
- Pioneering sustainability organizations are facing funding issues, while consumer interest may be declining.
- The article advocates for a return to core sustainability principles, focusing on workers' rights, just transition, and addressing overproduction and consumerism, rather than solely relying on business cases or circularity.
- When sustainability is solely about the business case, it loses its meaning.