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Agenda-setting intelligence, analysis and advice for the global fashion community.

Exclusive: Shein Wants Brands to Use Its Supply Chain. Should They?

The fast-fashion giant is offering to let smaller labels plug directly into its famed on-demand manufacturing and global logistics network. But is the boost in speed worth the risk of putting operations in a competitor’s hands?
Models against factory background.
Through its "Xcelerator" programme, the Chinese e-retail giant has opened its on-demand production, logistics and e-commerce platform to outside labels. (Shein)

When Seb Mills, a veteran of the activewear industry, bought British womenswear brand Dancing Leopard out of administration in January 2025, he expected the turnaround to take time.

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About the author
Shayeza Walid
Shayeza Walid

Shayeza Walid is Senior Editorial Associate covering Sustainability at The Business of Fashion. She reports on fashion's environmental impact, climate accountability, supply chain and labour issues. Based in London, she also contributes to BoF's Global Markets and UK coverage.

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