Shein has officially acquired Everlane, a brand that was once heralded as a pioneer in the world of sustainable fashion. Reports indicate that the acquisition price was approximately $100 million, as reported by Puck on May 17. Everlane initially captured the hearts of millennial consumers with its promise of affordable basics and a commitment to “radical transparency” regarding its environmental and labor practices. However, the announcement of its sale to a fast-fashion powerhouse like Shein has left many disillusioned.
Everlane’s changes began well before this announcement. Founding CEO Michael Preysman stepped down in 2022, and after brief leadership from Andrea O’Donnell, Alfred Chang took the helm in 2024. This shift in leadership mirrored a broader transformation within the company, one that drew the ire of loyal customers.
Amidst the news, TikTok users turned to influencers like Crystal Chen, the mind behind Slow Buy Club, for insights. Chen, who previously worked in marketing for two decades, educates her followers on consumerism’s pitfalls, advocating for de-influencing shoppers. A former Everlane enthusiast, she voiced her disappointment in the brand’s declining quality back in April, framing her experience as a case study in ethical consumerism.
Recalling her first purchase—a white silk shirt—Chen disclosed that her initial excitement quickly waned as the quality didn’t meet her expectations. The brand was once synonymous with a sense of belonging among tech professionals in the mid-2010s, embodying a techno-optimism captured by its aesthetic. Chen’s desire to be part of that community was so profound that she applied for a position at Everlane, only to work instead for a competitor, Grana.
Everlane’s appeal was rooted in its promise of conscious consumerism, which encouraged buyers to support ethical practices in exchange for higher prices. As trends shifted and brands like Reformation and Allbirds took the mainstream stage, the understanding of sustainable fashion evolved. Chen, during her time at Grana, began to question the authenticity of Everlane’s ethical branding, recognizing that many companies operated under similar conditions. Despite this realization, she remained committed, spending an estimated $2,000 to $3,000 over several years on Everlane’s products.
However, her enthusiasm turned to disappointment as she found that the quality of items—like the Arc Jean and Day Ballet Flat—did not meet her previous standards. The perceived lightweight silk of her first shirt felt inferior to the earlier versions, leading her into a spiral of self-blame. After becoming a mother in 2025, she acknowledged the need to change her shopping habits, especially when her online shopping became excessive.
Chen’s last Everlane purchase, a new pair of ballet flats, highlighted her growing doubts as she discovered that they were no longer made in Italy, despite the brand’s claims. This sense of betrayal marked a turning point for her, coupled with Everlane’s excessive influencer marketing and frequent discounts. The brand she once adored no longer aligned with her values.
The announcement of Everlane’s acquisition by Shein felt like a final betrayal, shifting from its original mission of transparency to aligning with a brand known for its fast-fashion model. For Chen and many former supporters, the decline of Everlane symbolizes a departure from the ethical aspirations they once held dear.
Now, reflecting on her experiences, Chen has cultivated a more intentional approach to shopping, learning to resist marketing pressures. While she has found a new brand that resonates with her values, she cannot shake the nostalgia for Everlane, akin to passing by an ex’s home and wondering what might have been.
