Fast-fashion giant Shein is making efforts in sustainability by increasing its use of an innovative, resource-saving technology called cool transfer digital printing for its denim apparel. The process, which replicates denim textures and effects without requiring traditional water-intensive methods, helped the company save 10,000 metric tons of water in 2024 alone.
Since introducing cool transfer digital printing in 2022, Shein has saved a total of 19,500 metric tons of water. The innovative process replaces traditional denim washing and dyeing, which are resource-intensive, with a digital printing method. Designs and patterns are first printed onto a transfer film, which is then applied to white denim fabric using cold transfer equipment, creating effects like faded finishes, whiskering, and retro-worn styles. The process has been verified by Bureau Veritas to use 70.5 percent less water than conventional methods.
In a statement, Shein revealed that it produced 380,000 pieces of denim apparel using the method in 2024, a 90 percent increase compared to 2023, when 200,000 pieces were manufactured with the same technique. The adoption of this technology has allowed Shein to significantly cut water and energy consumption in its production process.
The cold transfer printing method not only helps Shein meet its sustainability goals, but it also streamlines operations and enables the company to respond quickly to changes in the market. As the environmental implications of rapid fashion come under increasing criticism, Shein’s adoption of this cutting-edge technology shows its efforts to minimize resource use while maintaining its competitive advantage in the global fashion industry. The business has stated that it intends to expand its usage of cool transfer printing technology in the future years in an effort to significantly reduce its environmental effect.
