Can SHEIN's New Sustainability Head Fix Supply Chain Issues?

SHEIN, a major player in the global fast fashion industry, is ringing in a significant change at the top of its sustainability hierarchy.

Mustan Lalani, known for his extensive experience in spearheading sustainability initiatives, succeeds Adam Whinston, who held the position from November 2021 to July 2024.

Shared his enthusiasm via LinkedIn, Mustan said he was "thrilled" to be stepping into the role. 

"As one of the world's largest fashion and retail platforms, and a pioneer in on-demand fashion, SHEIN represents a disruptive model with the potential to drive sustainability at an unparalleled scale," he added. "My focus will be on embedding circularity, decarbonisation and strategic partnerships into the core of the business.

"The scale and complexity of this challenge are immense, but so is the opportunity to set a new standard for sustainability in the industry. The work ahead requires bold ideas, collaboration and action. Let's get to work."

Sustainability concerns in fast fashion

Despite its popularity, fast fashion faces significant scrutiny due to its environmental impact, ranking as the third most polluting industry after food and construction.

SHEIN, which sits at the helm of the sector, reported an impressive revenue of US$32.5bn in 2023 and is known for its rapid product turnover, introducing between 2,000 and 10,000 new items on its website every day.

The brand, established back in 2008 in China, has recently eclipsed global giants like Nike and Zara in online searches for clothing.

However, this prominence comes with heightened scrutiny over sustainable practices. Issues such as lengthy work hours in factories and noncompliance with labour laws have marred its reputation. A documentary by UK broadcaster Channel 4 and a BBC investigation highlighted these concerns, showcasing factory conditions where workers faced penalties for errors while managing exhaustive work schedules.

SHEIN's pledge to improve 

In the face of these criticisms, SHEIN has made a pledge to improve working conditions throughout its supply chain.

During his tenure, Adam highlighted the company's ESG initiatives, stating, "I believe that there is a lot of opportunity in the fashion industry to improve sustainability at all stages of the value chain. SHEIN has already set itself apart from other brands by developing automated supply chain technology to reduce deadstock and inventory waste.

"SHEIN's leadership is very committed to developing sustainability and social impact programs in every aspect of the business. These programmes are not afterthoughts or isolated in their own sector — there’s a high degree of excitement and willingness to implement changes in the business that will create lasting positive impacts on communities and the environment."

Meet Mustan Lalani

Mustan joins SHEIN with a robust background in sustainability leadership roles from his time at Tetra Pak, where he most recently directed sustainability strategy and operations across 27 markets in North and East Europe. His roles included Corporate Affairs Director for Sustainability Strategy and Partnerships and Global Director for Public Affairs — Environment Policy.

In his new role, Mustan will lead on the development and execution of a comprehensive global sustainability strategy. This is set to revolve around the integration of circular fashion concepts, decarbonisation initiatives and alignment with existing ESG expectations.

His strategy encompasses significant partnerships and a substantial €250m Circularity Fund aimed at advancing sustainable logistics and supplier solarisation. Summarising his responsibility, Mustan adds: "My role bridges innovation and accountability, embedding sustainability into SHEIN’s operations at scale to help shape the future of responsible fashion."

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