Shein: Consumers take practical approach to circular fashion
Many behaviors associated with circular fashion are common among consumers, but sustainability may not be their primary motivator.
Between 36% and 41% of Shein customers across global markets wear Shein clothing in core clothing categories such as everyday basics, outerwear, footwear and activewear more than 50 times. The 2025 Global Circularity Study from Chinese-founded and Singapore-based global on-demand fashion app Shein also indicates 16% to 20% of surveyed Shein customers wear their purchases in those clothing categories between 31 and 50 times.
When deciding how long to keep clothing, respondents overall prioritized factors including comfort (88%), fit (82%), visible wear and tear (64%) and ease of care (63%), which Shein says suggests that garments tend to remain in use as long as they continue to meet practical needs.
[READ MORE: Shein aligns net zero goals with global standards]
How consumers define circular and sustainable clothing
When asked about what characteristics best define circular or sustainable clothing, 47% of overall respondents selected durability and long-lasting quality, while 38% cited clothing made with lower-impact materials, such as recycled fibers or materials produced using less water. Fewer than 10% associated sustainable clothing with higher prices or fewer style options.
According to Shein, these findings suggest that consumers often interpret sustainability through practical product characteristics, particularly how long clothing lasts and how easily it can continue to be worn.
Reuse and recycling trends
Across all markets surveyed, giving clothing to friends or family was the most common approach to disposing of clothing items that are no longer needed (83%), followed by donating to charities or non-profit organizations (69%).
Repair also plays a role in extending garment life, with 62% of all respondents saying they had repaired or made alterations. Among those who had not repaired clothing in the past year, 58% said that having the skills or knowledge to repair would encourage them to do so.
Participation in formal recycling systems was lower, with 37% of respondents reporting that they recycled clothing in the past year. Among those who did not recycle clothing, the most frequently cited factors that would encourage recycling were knowing where or how to recycle (44%) and having convenient or nearby recycling facilities (40%).
Respondents expressed the strongest interest in recycling initiatives that enable direct participation, such as resale through Shein Exchange (44%) and physical take-back bins for donation or recycling (43%).
Shein advises this data indicates initiatives that promote circularity may be more effective when they align with consumers' everyday routines and provide practical ways for people to repair, reuse or recycle clothing.
Conducted between November and December 2025, the 2025 Global Circularity Study surveyed 15,461 Shein customers aged 18 to 44 in 21 markets across the Americas, Asia-Pacific, Europe, Middle East and Africa.
