Almost like a fashion space rocket, China-based Shein [pronounced she-in, not shine] now owns almost a third (28 per cent) of America’s fast fashion market.

Few sustainability warriors saw it coming. And for all the convos about young people being passionate eco-conscious caretakers of our planet, at least in America, they have given a big hug to Shein.

In 2021, the Shein app became the most downloaded with over 17.5 million downloads across the Google Play and Apple stores.