While sifting through a closet in the morning, it is common to come across small islands of clothing that have accumulated over time inside drawers. These piles of cheap fabric are what can be classified as “impulse buys.” They are clothes that were purchased on a whim, appealing because of their low price, worn once, and tossed aside. Oftentimes, the material is cheap and begins to fade after a few wash cycles, but because of the cost, it rarely surprises consumers when the item inevitably needs to be thrown out. For most consumers of fast fashion, discarding a tank top that was bought for five dollars isn’t a huge problem, because the investment in such clothing is minimal. While responsibility can be taken for these poorly made purchases, social media has had a massive influence on modern shopping habits, particularly TikTok.
The global sensation of an app, which promotes an algorithm that constantly pushes new trends like massive clothing hauls and luxury closet tours, encourages young consumers to keep up with its constant cycle of “microtrends” – short-lived, but rapidly spread, trends typically in areas like fashion or aesthetics that tend to fade within just a few weeks or months. Social analysts have concluded that in 2025, most clothing trends on TikTok constitute these “microtrends,” often only lasting for about a month before just as quickly dying out. With the lifecycle of a trend becoming shorter and shorter, it isn’t uncommon for the average American to accumulate two or three of these “impulse buys” per month. However, one company is taking full advantage of these trends and their short lifespans.
Shein, a Chinese company originally founded in 2008, started by selling wedding dresses online. During the pandemic in 2020, however, when online shopping became a lifeline for some, Shein shot to global success, now selling to over 150 countries around the globe and doubling its profits from last year by up to two billion dollars. Fast fashion is now a $150.82 billion industry, and has grown by 10.74% from 2024 and is further estimated to reach $291.1 billion by 2032. Shein is dominating the market as it is the biggest fast fashion brand in the U.S., holding a 50% market share.
The fast fashion conglomerate, known for its extremely low prices, rapid shipping, and versatile catalog of items, has taken full advantage of TikTok’s ever-changing trend cycles. The average piece of clothing on their website costs only $9, along with being size-inclusive and easily accessible within their app or on TikTok Shop, so it’s no secret why people keep coming back for more. Purchasing Shein clothing through TikTok Shop has drastically reduced the effort once required to buy something online.
Shein and TikTok are two highly influential corporate giants that now work closely together. Besides being frequent business collaborators, both market themselves to the same massive audience: millions of young American consumers, including Gen X, Millennials, and Gen Z. As Tim Glomb, vice president of the marketing brand Wunderkind, explains, “Younger online shoppers, especially millennial and Gen Z customers, prioritize frequent interactions with apparel websites, whether through browsing for inspiration, seeking personalized recommendations, or taking advantage of time-sensitive offers.” With their target user base being Gen Z and millennials who are notoriously big clothing shoppers, Shein and TikTok have been able to rapidly turn a profit and take advantage of customers and the current climate of “microtrends.” Market analysts have found that 44% of U.S. teens buy at least one item from Shein a month, but the average shopper on Shein’s website spends about $100 a month on their clothing. Fashion overconsumption was already a problem before social media went mainstream, but now platforms like TikTok only exacerbate the issue by making trend cycles last for shorter periods and letting consumers purchase these cheaply made, unethical products right within their app.
In recent years, textile waste has become an epidemic, and according to the United States Environmental Protection Agency, “84% of discarded clothes wind up in either a landfill or an incinerator.” The fast fashion industry is now responsible for 10% of global carbon emissions and 35% of microplastics in the ocean. For example, in 2023, Shein released 16.7 million metric tons of CO2 into the atmosphere, primarily due to their heavy reliance on air shipping. Most people think the issue ends here, but it worsens when examining the sources of these clothes and the dangerous chemicals used to make them. Shein clothing has tested positive for lead, mercury, and other toxins, which can be lethal with prolonged exposure. These clothing items, a majority made with synthetic fibers and dyed cotton, are almost impossible to recycle because of their dangerously high chemical content. The company almost exclusively uses polyester fabric, a material known for shedding microplastics during washing and being treated with harsh chemicals like formaldehyde. Not only are these clothes nearly impossible to get rid of, but they also require massive amounts of nonrenewable resources to manufacture, like petroleum and coal.
Recently, after being pressed by hundreds of environmental rights groups and government officials, Shein has pledged to reduce their carbon footprint, stating that their goal is to “accelerate sustainable innovation.” The company also started the “Shein Exchange” program in late 2022, which lists used or, as they say on their website, “pre-loved” items for resale. Although these corporations are slowly and begrudgingly moving in the right direction, continued progress is needed for the health and safety of future generations.
