It’s 8 am on Sunday and I have refused to get out of bed because it’s still dark in my room. The winter sun has given up. She’s lost the battle with the clouds and none of her rays seep in through the three grey curtains standing side to side covering my window.
I do the millennial morning ritual. Roll over, grab my phone and begin scrolling through Tiktok. The person in the first video that pops up on my screen is seething. Their energy practically jumps out at me forcing me into more awakeness. Above their head, in BOLD, RED text, are the words: “Fuck Shein!”
Me: You and who is fucking Shein? 👀
The lady in the video is relentless—exhibiting a fiery takedown of fast fashion, hitting hard with facts:
Unpaid child labour in sweatshops,
Mountains of cheaply made clothes destined for landfills,
and the environmental devastation it all leaves behind.
Each statement feels like a direct accusation. Like a jab. “People who shop at Shein—are selfish, wasteful, and complicit!”
It all lands straight at me.
She passionately urges her audience to ditch fast fashion altogether and shop exclusively from sustainable brands. Her argument is clear: in the long run, it’s smarter—and cheaper—to invest in a $200 ethically made shirt that lasts for years than to keep replacing a $12 Shein top that falls apart after a few wears.
By the end, it’s clear: to this creator, shopping from Shein - or any fast fashion brand is unforgivable, and anyone who does is just a terrible person.
But, there's always another side, isn't there? It's not that I don’t see the truth in the fiery, fact-laden rant. It's just that...life isn't that simple.
Life isn’t that Simple : Survival trumps Sustainability
Think of the girl who just started her first job, earning barely enough to get by, who desperately wants to look presentable, maybe even fashionable. She doesn’t shop at Shein because she hates the planet or condones child labour. She shops there because it’s the only place her paycheck stretches far enough to get a wardrobe that doesn’t scream “struggling.”
Think of the single dad who barely has the time or money to sift through thrift store racks, the one who needs a cheap coat for his kid before winter hits, and Shein ships it to his door for $20.
Think of the small-town dreamers without access to the big-city vintage shops. What are they supposed to do? Wear their moral superiority while their wallets stay empty?
None of this erases the ugly truths about fast fashion. But it does complicate the narrative. It's easier to shout about "what's wrong" than to acknowledge why people lean into the wrong in the first place.
So when I see those videos, I want to respond, "Yes, but..."
Yes, Shein represents a system that's fundamentally broken. But… it's also a band-aid on the wounds that the system inflicts on the most vulnerable.
The reality is, that your average millennial neighbour isn’t sitting on an extra $200 to splurge on a single shirt, no matter how ethically made or environmentally friendly it might be. Sure, that $200 shirt might last longer, and yes, it probably ensures fairer wages for workers. But when you’re broke—really broke—that kind of investment feels laughably out of reach. Survival trumps sustainability every time.
If you’re a sustainability advocate—someone who marches for climate change, picks up trash without a second thought, flips off every unnecessary light, and pours energy into shrinking your carbon footprint—you’re driven by the hope of leaving the planet better for the next generation. But if you’re also a broke millennial like me, balancing rent, bills, and the relentless cost of simply existing, you understand the crushing contradiction I am calling out.
Sustainable clothes are expensive—and honestly, they have to be. To source fabrics that are built to last, to ensure materials are ethically produced, and to pay workers fairly, you’re going to need to invest. It’s not just about making clothes; it’s about making them right. And when you factor in ethical production, sustainable sourcing, and fair wages, the price tag goes up. If you’re making something that values quality over quantity, that’s going to be reflected in the cost.
So, if we’re truly talking about sustainable clothes, then the reality is that a pair of jeans wouldn’t cost $15 to $50 anymore. They’d be priced closer to $200. And honestly? I’m not spending $200 on no damn jeans!
The harsh truth is, that Millennials and Gen Z—those of us who are driving most of the purchasing behaviour today—aren’t exactly swimming in cash. We’re struggling to keep up with rising living costs and we know that no matter how much we spend, we’ll be adding something new to our wardrobe every few weeks anyway because fashion trends keep changing and we need affordable options to keep up.
Unrealistic Solutions
Then there’s another type of TikTok video—the ones with unrealistic solutions. People suggest that in order to be sustainable, everyone should learn how to make their own clothes. It’s a noble thought, sure, but let’s be honest—it’s a ridiculous ask.
Would you tell people to tan their own hides, mill their own flour, or generate their own electricity? Sure, it’s technically possible, but it’s far from realistic. Most of us simply don’t have the time, energy, or motivation to go that far. Life is already a balancing act.
And here’s the truth: I’m people.
I’m buried in the chaos of life—juggling responsibilities, wondering if I’ll ever be able to afford my own place, or if I’ll be stuck crashing at my sister's forever. I’m too overwhelmed to even find the time to make my own damn clothes. Plus, everyone talks about "making your clothes" like fabric is just lying around for free. It’s not. Fabric is expensive, and spending hours sewing my own clothes when I can order something for cheap isn’t a priority—survival is.
Sustainability is important, but when you're just trying to make it through life, it’s hard to put that at the top of the list.
A Big, Fat Lie
Shein, Zara, and even high-end brands have all faced allegations of making their clothes in sweatshops in China. Now, this isn’t to say any of it’s right, but there’s a common misconception that if an outfit costs more than a Shein piece, it must be more sustainable. So you’ll hear people say, "Don’t buy from Shein, don’t buy from Temu, buy from Zara or Forever 21." But if you think buying from Zara somehow makes you more sustainable, let’s be real—it’s just another lie you’ve been sold. The truth is, you're still buying cheap, mass-produced clothing, just with a heftier price tag.
So, What Now?
Maybe fuck Shein but, don’t “fuck Shein?”
Maybe it’s the behaviour that needs to change, not just where we shop. Instead of shaming people for buying from fast fashion brands, why not shift the focus?
Encourage people to shop less often, to embrace thrifting, to buy preloved items. The real blame could be placed on the large corporations that offer poor quality at inflated prices—but let’s be real, they probably don’t care enough to change.
So, the next time you think, “I need a new pair of jeans,” ask yourself: Is it a need or a want? Could you get a pair from a sister or friend? Or perhaps thrift instead?
And for those creating TikToks and IG reels pointing fingers at Millennials and Gen Zs, maybe turn that energy towards holding companies like Shein and Zara accountable, or put your efforts into building bartering systems within your community. But please, stop making videos that feel more like harassment than helpful advice. Let’s shift the conversation to real, actionable change.
I hope you enjoyed today’s story even though it is out of the usual theme of The Other Side.
I was supposed to write about something else today but came to call me out for holding back my stories, so I decided to put this one out first. (It’s been sitting in my drafts for way too long!) 😅
Plus, the emotional and personal feelings type of stories I know you all love are still a work in progress. So, to appease the subscriber goddesses and gods, I offer you a poll from the two stories now in draft. What do you want to read next? Let me know!
I LOVE this piece. Since the election I've been paying particular attention to why conservatives hate the "libs" so much and a good part of it is that there are just too many people out there making too many people feel blamed for too many things without having an appreciation for context or circumstances.
I hate Walmart but I will never forget telling my daughter that a lot of people shopped there because they had to, and that they just disdn't have the money to support mom and pop stores. I told her because, at that time, we were those people.
Financial limitations are the realest thing for those of us who are facing them and unfortunately they frequently trump long term sustainability concerns.
That said YAY for thrifting and buying pre-loved, and to that I'll add clothing swaps and buy nothing groups. I've gotten some of my favorite items from my neighbors via our Buy Nothing group and it's saved me a ton of money.
While I can't speak for other people for sure, I say this exclusively to content creators, especially those who can afford NOT to buy from them but will because, like you mentioned, "fashion trends keep changing." And while the affordable part of that statement doesn't apply to them, they, for whatever reason, can't bear to part with their money. I'm speaking specifically about those ones you see doing $500 Shein hauls every few months, carrying, seemingly, brand-name bags like Prada and all, that they swear is authentic while also living in $8000+ apartments. THOSE ones have no excuse.
I used to believe that this didn't even apply to most of us here in Nigeria because I know people who shopped in RedTag and the like and wore it for years.
I'm people.
The concept of "wear once" and not wanting to be known as an "outfit repeater," which is like the most damaging part of fast fashion right after the poor treatment of the workers, was only introduced to me when I was made aware of Western consumer habits. I don't know enough people, or is it enough bougie people, to know if some of our people are doing this now too.