Shein, the fast-fashion giant, uses machine-learning to predict demand in real time

The fast-fashion giant Shein is among the brands under increasing pressure to become more sustainable.

The company has pledged to reduce its carbon dioxide emissions by 25 percent by 2030 and achieve net-zero emissions no later than 2050 .

Climate advocates say the company’s lightning-fast manufacturing practices and online-only business model are inherently emissions-heavy.

Shein emitted 16.7 million total metric tons of carbon dioxide in 2023 — more than what four coal power plants spew out in a year .

Shein calls its model “on-demand,” while a technology analyst who spoke to Vox in 2021 called it “real-time” retail.

An analysis of Shein ’s sustainability report by the Business of Fashion found that last year , its emissions rose at almost double the rate of its revenue.

Shein 's emissions are especially high because of its reliance on air shipping.

Lenier and Lu both believe that the key to a more sustainable fashion industry is convincing customers to buy less.

Lu said if companies use AI to boost their sales without changing their unsustainable practices, their climate footprints will also grow accordingly.

“Of course, the overall carbon impact will be higher.”.