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SINGAPORE – Chinese fast fashion brand Shein has launched a promotional video, featuring a guest contribution from environmental non-profit Canopy, as part of a renewed sustainability drive. The video features a rare interview with Shein co-founder, Maggie Gu, who claims Shein manages inventory levels to “prevent excess production,” and has built the business on a “lower waste business model.”

Making an appearance in the video is Amanda Carr, director of strategic initiatives at environmental non-profit, Canopy, which Shein joined last year. Canopy recently secured US$60m in funding from social initiative The Audacious Project to scale its work.

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