Chinese e-commerce and fast-fashion company Shein is reported to be acquiring direct-to-consumer apparel brand Everlane, a move that draws criticism from customers who associate Everlane with sustainability and “radical transparency.” Multiple outlets report that the transaction is valued at about $100 million and that Everlane’s board has approved the deal. Everlane is based in San Francisco and is majority owned by investment firm L Catterton, which is reported to be selling its stake.

Coverage highlights the tension between Everlane’s reputation and Shein’s low-price, fast-fashion model. While some reactions focus on concerns that Everlane’s sustainability brand identity may change under Shein ownership, other reporting argues that the brands are not as incompatible as they seem, noting that Everlane shifted toward faster, lower-cost sourcing practices in earlier years and had faced financial pressure. Business and tech outlets describe the deal as part of consolidation in online apparel, with Everlane’s core customer base expressing worry about what the acquisition means for promised ethical standards and future operations.