FAST FASHION, SLOW IMPACT: SHEIN’S PUSH TO REDUCE WATER AND ENERGY IN DENIM MANUFACTURING
By: Prachi Khatri
The fashion industry is one of the largest polluters in the world, contributing significantly to issues like water waste, carbon emissions and textile waste. As awareness of these environmental impacts grows, consumers, activists and regulators are pushing fashion giants to adopt more sustainable practices.
In recent years, Shein, a leading global fast fashion brand, has come under increased scrutiny for its environmental impact, especially concerning water and energy consumption during its manufacturing processes. This has led the global e-commerce powerhouse to take meaningful steps towards sustainability, particularly in denim production to reduce energy and water usage.
Source: UNEP website
The denim industry is known to be notorious for its high water usage and energy consumption. According to the United Nations Environment Programme (UNEP), making one pair of jeans requires 3,781 liters of water. Every denim produced leads to approx. 34 kilograms of carbon dioxide emissions, equivalent to emissions from a car driven 111 km. With data this shocking, eco-conscious fashion is the least we can do to save our environment.
Shein has taken the wake-up call seriously to save water and energy usage. One big impact has been from adapting to Cool Transfer digital print technology, which uses a printing method that applies color directly onto the fabric in a more controlled, efficient manner. Cool Transfer digital printing uses a dry process, meaning no water is required for dyeing or rinsing. Denim production is typically not only water-consuming but also one of the most resource-intensive fabrics to produce. The amount of harmful chemicals released in the process of dyeing and finishing a fabric contributes 10% of the global carbon emissions.
The process used by Shein now eliminates the conventional steps of washing and bleaching the fabric, in turn saving water and energy. The new cutting-edge technology of Cool Transfer digital print helps slash up to 90% water usage and 70% energy usage. This cool technology not only helps reduce exposure to harmful chemicals but also allows the production of a wide range of colors and styles.
Source: Shein website
According to the Morning Consult data, 69% of the SHEIN shoppers are Gen Z and millennials, both drawn to the sustainable clothing. Shein is providing customers the option to choose eco-friendly fashion on a budget by adopting this sustainable technology.
Shein’s low-cost fashion items have faced scrutiny for several years. However, the company has taken major steps towards a greener approach in recent years. In 2022, Shein launched its green initiative EvoluShein, introducing garments made from eco-friendly material, organic cotton, and recycled polyester.
In 2024, Shein produced 380,000 denim pieces using the Cool Transfer Denim Printing technology and has been boosting its eco-friendly denim production by 90% year over year. As per the data on the Shein website, the company produced 200,000 pieces in 2023 and has saved tons of water since then.
Cool transfer Digital printing allows designers at Shein to not only excel in precision designs but also gives them the flexibility to create vibrant prints and intricate designs according to customer taste and growing demand. The design is printed on a coated paper that allows easy transfer on the fabric. During the application process, the printed design is pressed against the fabric through a machine, generating a high-resolution image on the fabric, including cottons, making this a heatless process.
Source: Shein website
The denim industry is seeing a collective shift towards sustainability, with other denim powerhouses like Levi’s and Wrangler also adapting to water-saving technology like ozone washing and laser finishing.
Shein’s push towards Cool Transfer digital print technology teaches us that fashion can evolve without harming the planet. As environmental concerns grow, the regulation on textile waste has tightened. It is important for brands to take proactive steps and adapt to sustainable methods to stay relevant. After all, responsible fashion is the need of the hour. As per the Ellen MacArthur Foundation, if brands continue to find sustainable innovation, we could reduce the global water consumption in the textile industry by 50% in the coming years.
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