What: Shein expands sustainable denim production by implementing water-saving Cool Transfer Denim Printing technology across 90% of its operations, reducing water consumption by 10,000 metric tonnes.

Why it is important: The initiative marks a change in fast fashion's approach to sustainability, showing how water-intensive processes can be transformed through technology adoption.

Shein is significantly expanding its adoption of Cool Transfer Denim Printing technology, implementing the sustainable manufacturing process across 90% of its denim production. This innovative technology, developed in partnership with NTX and first implemented in 2021, has already demonstrated substantial environmental benefits, with approximately 380,000 pieces of denim apparel produced using this method last year. The technology's impact is particularly significant in water conservation, saving more than 10,000 metric tonnes of water compared to traditional production methods. Unlike conventional denim manufacturing, which requires extensive water usage for dyeing, bleaching, and washing, the Cool Transfer process eliminates these resource-intensive steps by transferring designs directly from paper to fabric without heat, while maintaining fabric quality with a soft-hand feel. Beyond environmental benefits, the technology enhances worker safety by reducing exposure to harmful chemicals commonly used in traditional denim production, such as chlorine and caustic soda.

IADS Notes: Shein's significant scaling of Cool Transfer Denim Printing technology aligns with broader industry transformations observed throughout 2024. As reported in October 2024, major fashion brands have been shifting from proof-of-concept sustainable innovations to mainstream implementation, with next-gen materials gaining significant traction. This transition is particularly noteworthy given December 2024 findings about Technip Energies' $2 billion investment in textile recycling infrastructure, demonstrating the industry's move toward industrial-scale sustainable solutions. Shein's initiative is especially timely considering the May 2024 legislative changes requiring greater supply chain transparency and environmental impact reduction in the fashion industry. The measurable impact of saving 10,000 metric tonnes of water resonates with July 2024 observations of retailers increasingly focusing on quantifiable sustainability metrics, as seen with Target's denim recycling programme. This development represents a significant step for fast fashion, traditionally criticized for its environmental impact, toward more sustainable production methods.

Shein scales up eco-friendly denim production