Everlane, Shein, and the illusion of sustainable fashion: Why buying "better" isn't enough

Summary

The article critiques the concept of "sustainable fashion" by examining brands like Everlane and Shein. It traces the author's personal journey from being an early Everlane customer to becoming disillusioned with the direct-to-consumer fashion model. The piece argues that the entire fashion industry's sustainability claims are largely marketing myths, as the business model fundamentally depends on consumers buying more clothes. It contrasts Everlane's early promise of ethical, minimalist basics with the reality of fast fashion's environmental impact, and suggests that true sustainability would require consuming less, not buying "better."