Wait A Minute, Shein Just Bought Everlane?

It's been a rough year for some of our favourite fashion brands. A few months ago, the Toronto fashion house Horses Atelier went out of business and now U.S.-based Everlane—a Team Chatelaine fave pre-tariffs—has a new owner.

After rumblings of a sale, The New York Times confirmed on May 22 that fast fashion e-comm site Shein has purchased the sustainable cool-girl brand. The news has sent many Everlane fans—who didn't just buy the U.S. retailer's box-cut tees and cropped denim but also were sold on its ethical consumption origin story—into distress spirals.

What’s the big deal?

Everlane carved a niche for itself among ethics-minded consumers due to its commitments to minimizing waste and pollution; use of safer chemicals in its supply chain and its desire to reduce its greenhouse gas emissions (it initially aimed to be net-zero by 2025). More than that, it supported living wages for garment workers. In short, a substantial part of the brand’s appeal has always been its status as a feel-good brand.

This black and bone long-sleeve T-shirt is made from 100% organic cotton in a Vietnamese factory that Everlane has worked with since 2013. It's currently on sale for $50 from an original price of $125.

That warm and fuzzy feeling doesn’t exactly go hand-in-hand with Shein. The juggernaut Chinese e-commerce site, which often dominates algorithmic shopping trends on TikTok and Instagram, trades in dirt cheap clothing that rides trend-driven consumer interest waves.

Over the years, concerns have also arisen about safety issues related to that approach. A 2021 investigation by the CBC consumer watchdog Marketplace found elevated levels of toxic chemicals in a sampling of clothing it bought from fast-fashion retailers like Shein, AliExpress and Zaful. Shein responded to the testing by removing the items of concern from its app, according to CBC.

This black and white long-sleeve T-shirt from Shein is made from 95% polyester and 5% Elastane. No factory information is given but Shein makes the vast majority of its clothing in China. It's on sale for $8.78 from an original price of $10.98.

As CNN reported, Shein has also been flagged by fashion watchdogs like Good On You, which rates the company "very poor" on labour rights and "not good enough" for its environmental policies.

Despite concerns, Shein's business model is lucrative.

According to Bloomberg, Shein made a $2 billion in profits in 2025, doubling its net profit from 2024—even after Trump’s tariffs kicked in. Everlane, on the other hand, has reportedly struggled and the sale has been framed as way to deal with the company's $90 million debt.

What are Everlane fans to do?

Some Everlane fans seem torn between going on a shopping blitz (the sale prices are looking mighty tempting) before the potential change of ownership or boycotting the brand entirely. Others are turning to other retail alternatives that check the stylish, sustainable and relatively affordable boxes upon which Everlane built its fanbase.

Brands like Quince and Pact have cropped up in online conversations about alternatives, but there are a few Canadian alternatives to add to the rotation: Kotn for sustainable fashions staples and bedding, Lambert for minimalist vegan accessories and Free Label for made-in-Canada underwear in sizes XS to 5X.