As Shein Raises Prices, Will Fast Fashion Finally Slow Down?

For the last decade, Shein has dominated the fast fashion world with prices so low they almost felt imaginary. A £3 crop top. A £5 dress. This was not just affordable fashion, it was fashion priced at levels that challenged conventional economics. It’s been the brand’s calling card and its biggest weapon. But now, in a world of trade wars and tariffs, alongside ever-increasing conscious consumerism, something has shifted. Shein’s prices are rising, manufacturers are lifting the veil on TikTok. Could more expensive fast fashion actually lead to more sustainable consumer behaviour?

From Bargain Bin to Billion-Dollar Giant

Shein disrupted the fashion industry in a way that few could have predicted. By combining real-time data analysis, direct-to-consumer logistics and highly competitive pricing, the brand fundamentally changed consumer expectations. Shein didn’t just sell cheap, trendy clothes—it sold speed, volume and accessibility.

But it came at a cost. Environmental concerns, labour rights controversies, and the normalisation of disposable fashion at an unprecedented scale. While critics raised concerns about environmental harm and labour practices, millions of consumers still kept clicking add to cart.

There’s no denying that Shein helped democratise trends. But it also normalised throwaway fashion on a scale we’ve never seen before. So what happens when those prices start rising?

Why Prices Are Rising

Recent consumer noise notes that Shein’s prices are no longer quite as low as they once were. A product that might have cost £4 two years ago is now closer to £7 or £8. Still affordable but no longer almost trivial.

The reasons are multifaceted. Global supply chain pressures, increased scrutiny from regulators, and the natural demands of scaling a business all play a part. Shein is no longer the scrappy disruptor, it’s a global force, with investors and public relations risks to manage. With a future IPO in the works since last year, all eyes are on what on it does next.

Now, with tariffs impacting imports from China, Shein and a host of other Chinese companies have been forced to address pricing, with some products reportedly increased by up to 377%. “Due to recent changes in global trade rules and tariffs, our operating expenses have gone up. To keep offering the products you love without compromising on quality, we will be making price adjustments,” Shein said in a notice posted online recently.

In short, the cost of ultra-cheap fashion is beginning to catch up.

Could Higher Prices Drive Sustainable Behaviour?

Is this a good thing though? The natural assumption could be that higher prices would reduce consumption. If clothing becomes more expensive, consumers may buy less—and buying less is, ultimately, one of the most effective ways to reduce fashion’s environmental impact.

There is some precedent to suggest this could happen. Price sensitivity remains a strong behavioural driver, particularly among Gen Z and Millennials who are navigating an era of rising living costs.

But it is far from guaranteed. Historically, when mainstream fashion prices rise, consumption patterns have often adjusted accordingly. Shoppers might grumble at higher price tags but generally continue to purchase at the same volume—or shift loyalty to newer alternatives entering the market and whoever has the most successful marketing campaign. Behavioural change rarely happens purely through economic friction alone.

There has also been a growing trend of Shein pieces appearing on resale platforms, which some might interpret as a shift toward circularity. In reality, it raises complex questions. Can a garment designed to be ultra-cheap and trend-sensitive genuinely hold value in the resale market? And does a second life for fast fashion items actually reduce overall consumption—or just extend a problematic cycle whilst making users feel better that their item of clothing might live another day outside of the bin? One might argue that fast fashion, or discretionary retail in general, can’t ever be linked to sustainable behaviour.

Will US Goods Be A Better Story?

Political rhetoric is adding another dimension. President Trump’s tariffs have signalled hope that a crackdown on Chinese retailers will drive consumers toward domestic alternatives. But a shift in origin doesn’t always guarantee a shift in values.

We have seen this before. Premium collections and ‘Conscious’ lines. Brands that once prided themselves on democratising fashion evolving into higher profit-driven models without properly addressing (or changing) their impact on the environment.

Many American brands have been quick to position themselves as the ethical or “green” alternative but often without the transparency or practices to back it up. Greenwashing remains widespread and companies are well aware that sustainability sells, even if the claims are paper-thin. Shoppers may end up simply redirecting their spend to different players within the same broken system.

Without robust standards and awareness, pricing shifts and country of origin don’t offer much assurance of any meaningful progress. Deeper operational changes—such as slower production cycles, sustainable material sourcing and transparent labour practices are all necessary to improve fashion’s environmental footprint.

Some encouraging signs are emerging though. The growth of resale platforms, the increasing popularity of clothing rental and circular services, plus a broader conversation about “cost-per-wear” thinking. But systemic shifts take time. They require both brand leadership and cultural willingness to challenge the assumption that newness equals value.

Something New Or Just BAU?

Shein’s price hikes may represent a critical turning point, but whether it becomes a meaningful turning point will depend not just on what the brand does next, but also on how consumers respond.

If higher prices prompt more thoughtful purchasing decisions and slow down the relentless consumption cycle, it might be the major step that’s needed towards a more sustainable fashion economy. If not, there is a real risk that the industry will simply revert to business as usual, only with slightly higher margins and slightly fewer clothing items per haul. Who wins in this situation? It’s definitely not the planet.