The acquisition of eco-conscious apparel brand Everlane by fast-fashion giant Shein for a reported $100 million has sparked debate about the sustainability of millennial-focused labels. Puck editor Lauren Sherman, who broke the news, told the Today, Explained podcast that Everlane faces a low chance of making a recovery.
Sherman characterized the deal as emblematic of a broader trend affecting brands like Allbirds, Glossier, and Sweetgreen, which have been struggling "under the radar for years." The sale represents a sharp fall for a company built on principles of radical transparency and ethical manufacturing.
No immediate partisan divide has emerged around the story, but it touches on consumer activism and corporate accountability — issues that often split along generational and ideological lines. Critics on the left have expressed outrage that a sustainable brand sold to a company notorious for labor and environmental controversies.
Public opinion online has been sharply negative, with many customers feeling betrayed by Everlane's pivot. Sherman noted that the brand's core millennial audience, which valued its ethical mission, now sees the acquisition as a capitulation to the fast-fashion model they sought to avoid.
Analysts warn that other "millennial-coded" brands may face similar fates unless they adapt to shifting consumer priorities and economic pressures. Sherman suggested that a comeback for Everlane is unlikely without a fundamental restructuring of its business model.