If you’re reading my content, you know my stance on the fast-fashion industry. Yet, I find it fascinating to observe dynamics between competitors, regulators, and customers. This time, the giant Shein is facing new regulations in the European Union. We can also hear industry experts in the US calling for changes regarding Temu and Shein, for example, on de minimis thresholds. This time, Shein is under scrutiny in the EU, and subject to new regulations. Let’s see what these new regulations are about, and why I think the recent measures Shein took in the EU won’t be enough to make their model more sustainable.

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