Shein is reportedly acquiring direct-to-consumer apparel brand Everlane in a deal valued at approximately $100 million, according to reports from Puck News and Bloomberg.
The acquisition would see Shein purchase Everlane from private equity owner L Catterton, whose board reportedly approved the transaction over the weekend.
The deal pairs two companies with sharply contrasting identities. Everlane built its brand around sustainability, ethical sourcing and what it describes as “radical transparency” in pricing and supply chains, while Shein has become synonymous with ultra-fast fashion, low-cost trend cycles and ongoing scrutiny over labour and environmental practices.
Founded in 2011, Everlane quickly emerged as one of the most prominent digitally native fashion brands in the U.S., selling minimalist basics for men and women through a direct-to-consumer model. The company marketed itself around durable clothing, ethical factory standards and long-term wearability rather than trend-driven consumption.
“We’re not big on trends,” Everlane says on its website. “We want you to wear our pieces for years, even decades, to come.”
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However, the retailer has struggled in recent years amid rising operating costs, mounting debt, increased online competition and executive turnover.
In late 2024, Alfred Chang, a former PacSun executive, took over as CEO from Andrea O’Donnell.
Shein, meanwhile, has continued its aggressive global expansion despite regulatory and reputational challenges. The company has repeatedly faced criticism over alleged labour abuses, supply chain practices and environmental impact tied to its ultra-fast-fashion business model.
The retailer is also facing fresh legal scrutiny in the U.S. A proposed class action lawsuit recently filed in California accuses Shein of using misleading “fake” discounts to influence shoppers into making purchases.
Neither Shein nor Everlane has publicly confirmed the reported acquisition.
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