Shein launches new “purposeful product” line called evoluSHEIN

Shein has launched a new “purpose-driven” collection featuring inclusive sizing and responsibly sourced materials.

The collection, called evoluSHEIN, will also support women’s empowerment projects worldwide and be an “affordable option for customers seeking to make a positive impact with their product choices,” according to the company.

By shopping the line, customers will be supporting the work of Vital Voices. an international non-profit organisation that invests in women leaders taking on challenges such as gender-based violence, the climate crisis and economic inequality.

The first product release will feature garments made with recycled polyester – a fibre obtained from plastic waste. Items will include women’s tops, dresses, and bottoms, with extended sizes dropping early this summer.

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The fast fashion giant plans to expand the line to more than 1,500 product SKUs by the end of September, with future styles featuring materials such as forest-safe viscose, consciously cultivated cotton, and additional certification programmes for recycled fibres.

Shein said evoluSHEIN will serve as a testing ground for new purpose-drive innovations in its wider collection.

“We are committed to building a more responsible fashion ecosystem,” Shein global head of environmental, social and governance Adam Whinston said. 

“Launching evoluSHEIN is one important step in our sustainability commitments this year, which touches on each of our key focus areas – protecting the environment, supporting communities, and empowering entrepreneurs.

“We invite all our partners and customers to join us in the journey.”

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