SHEIN is leading the charge in more sustainable fashion production with the introduction of Cool Transfer Denim Printing, a groundbreaking technology that significantly reduces water and energy consumption in denim manufacturing. The company has made considerable strides in scaling this eco-friendly process, which also streamlines production and allows for greater creativity in design.
In 2024, SHEIN produced approximately 380,000 pieces of denim apparel using Cool Transfer Denim Printing, resulting in savings of over 10,000 metric tons of water compared to traditional methods. This marks a remarkable 90% increase in the adoption of the process compared to 2023, when only 200,000 denim items were made using this innovative technique. Since its launch in 2022, the technology has saved nearly 19,500 metric tons of water, underscoring SHEIN’s commitment to sustainability and resource efficiency.
Traditional denim production is notorious for its high environmental impact, with extensive use of water and energy required for dyeing, bleaching, and washing. In response to these concerns, SHEIN partnered with NTX® in 2021 to develop Cool Transfer Denim Printing, a solution that reduces resource consumption and optimises production. The method uses digital printing with reactive ink to transfer denim textures, artwork, or patterns onto a film, which is then transferred to the fabric using cold transfer equipment. This approach mimics the worn, faded effects of traditional denim washing, such as whiskering and vintage finishes.
Verified by Bureau Veritas in October 2023, the Cool Transfer Denim Printing method has been proven to reduce water usage by up to 70.5% when compared to conventional washing methods, making it a more sustainable alternative. In addition to conserving water, the process also eliminates the need for workers to handle hazardous chemicals, such as chlorine and caustic soda, which are typically used in traditional denim production. By reducing exposure to these substances, SHEIN is creating safer working conditions for those involved in the manufacturing process.
This new technology aligns with SHEIN’s on-demand business model, which uses a digitalised supply chain to match production with customer demand. Under this model, SHEIN introduces new products in small batches of 100 to 200 items, assessing real-time customer feedback before restocking based on demand. The Cool Transfer Denim Printing method supports this model by allowing for smaller production runs that can be scaled quickly based on customer interest, minimising excess inventory and reducing waste.
Beyond sustainability, the technology offers a new creative frontier for designers. The precision of the Cool Transfer Denim Printing process enables intricate, highly detailed patterns and designs to be applied to denim, providing designers with more flexibility to experiment and create unique pieces. This innovation allows SHEIN’s design teams to push the boundaries of denim fashion, meeting diverse customer preferences while promoting modern fashion trends.
SHEIN’s use of Cool Transfer Denim Printing is part of its broader strategy to enhance sustainability, optimise manufacturing processes, and lead the way in innovation within the fashion industry. As the company continues to scale this new technology, it aims to set new standards for resource-efficient production in the global fashion landscape.