Everlane is reportedly selling to Shein. The era of millennial optimism is officially over

Everlane spent a decade championing sustainable and ethical fashion. Its reported $100 million sale to the industry’s worst polluter is a humiliating coda—and not just for Everlane.

Everlane—once an icon of ethical fashion—is reportedly being sold for $100 million to Shein, arguably the least ethical fashion brand on the market.

Everlane had been on shaky financial ground for years, and majority owner L Catterton began shopping it around in March. But few expected it to sell to a Chinese retailer credibly accused of forced labor and labeled by Yale researchers as “the biggest polluter in fast fashion.”

It’s the latest blow to a wave of ethical consumer brands that sprung up in the 2010s to court millennials. Last month,........

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