SHEIN's cooling appeal in Montreal

Shein’s latest Montreal pop-up has drawn less interest than its 2023 edition, potentially reflecting growing consumer discomfort with the brand’s environmental and labour record.

Carl Boutet, lecturer at the Bensadoun School of Retail Management, describes this tension as the “Shein paradox,” with shoppers continuing to buy low-cost clothing despite concerns surrounding the company. Boutet notes that consumers may now be more aware of the ecological consequences of Shein’s ultra-fast-fashion model.

Each order involves transportation, packaging and other resource-intensive processes, he explains, meaning the company’s environmental footprint may be significantly greater than reported.