Shein is acquiring San Francisco-based DTC clothing retailer Everlane, which focuses on sustainability and "radical transparency", in a $100M deal

Shein is buying Everlane, the direct-to-consumer clothing retailer that built its brand on sustainability and "radical transparency," in a deal worth $100 million.

Everlane became a darling of the millennial generation by promising ethical sourcing and honest pricing. It grew into a global brand on those principles. But the company has been in a prolonged slump, making it ripe for acquisition.

The $100M price tag gives Everlane an exit after years of struggling performance. For Shein, it picks up a brand with strong consumer recognition and a loyal customer base built around values-driven shopping.

The acquisition raises obvious questions about how Everlane's sustainability-focused identity will survive under new ownership. But for now, the deal is done — and a once-hot DTC brand has found its landing spot.