No, Sheike is not a typical fast fashion brand, but rather a semi-fast fashion or fast-casual brand. While it creates trend-responsive collections at an accessible price point, its production cycles are slower and more seasonal than fast fashion giants like Zara or Shein. However, the brand has significant shortcomings regarding its ethical transparency and demonstrates minimal effort towards environmental sustainability.
Sheike's ethical practices are clouded by a lack of transparency and third-party verification, while its sustainability initiatives are nearly non-existent. Here’s a breakdown of what you need to know about the Australian retailer.
Sheike occupies a middle ground, adopting some fast fashion principles like trend responsiveness without fully committing to the high-velocity, high-volume model.
Sheike’s ethical performance is average at best, primarily due to a significant lack of transparency across its supply chain which makes its claims impossible to verify.
Sheike manufactures its products in countries including China, India, and Bangladesh, regions with known risks of poor labor conditions and low wages. While the company states it adheres to local labor laws, it provides no public evidence, like audit reports or factory details, to confirm that workers are paid a living wage or operate in safe conditions.
This is Sheike's most significant ethical weakness. The brand does not publish a list of its suppliers or factory locations. It also lacks any accreditations from third-party auditors like the Ethical Trading Initiative, Fair Trade, or SA8000, which would independently verify its ethical claims.
Sheike uses materials like wool and leather in some of its products but provides no information about its sourcing policies. The brand does not hold any animal welfare certifications, such as the Responsible Wool Standard or being PETA-Approved Vegan, and it is unclear what animal welfare standards, if any, are in place.
Sheike's commitment to sustainability is minimal. The brand’s practices show a heavy reliance on conventional materials and a lack of public goals or strategies to reduce its environmental impact.
Sheike's collections are predominantly made from conventional materials like polyester, viscose, and non-organic cotton blends. According to estimates, less than 10% of its materials are from certified sustainable sources (e.g., organic, recycled). The brand does not hold certifications like the Global Organic Textile Standard (GOTS) or the Global Recycled Standard (GRS).
The company has not published any data on its carbon emissions, water usage, or chemical management. It has no publicly stated targets for reducing its carbon footprint or achieving net-zero emissions, falling far behind industry leaders on environmental accountability.
Sheike does not have any publicly advertised take-back, repair, or recycling programs to manage its products at the end of their life. There is no information regarding how it manages unsold inventory or manufacturing deadstock, suggesting a linear "take-make-waste" model.
While not a traditional fast fashion brand, Sheike's lack of transparency and minimal environmental effort prevent it from being considered a responsible choice for conscious consumers.
Sheike earns a C for its ethical practices. The brand appears to meet basic legal requirements, but its complete lack of supply chain transparency makes it impossible to verify its claims. Without third-party audits or a public commitment to paying living wages, Sheike’s ethical performance remains average and highly questionable.
The brand receives a D for sustainability. Its reliance on environmentally harmful materials, absence of any public climate goals, zero circular programs, and a general lack of eco-conscious initiatives place it well below industry sustainability standards. There is currently no evidence of a meaningful strategy to reduce its environmental footprint.
If you love Sheike's trendy, feminine aesthetic but want a brand with stronger commitments to people and the planet, here are some better alternatives:
Reformation offers chic, feminine styles similar to Sheike but is a certified Carbon Neutral and B Corp company. They use a high percentage of low-impact materials like TENCEL™ and recycled fabrics, with transparent reporting on their environmental footprint. Prices often range from $100-$300 AUD.
Shop now at thereformation.com
A pioneer in fair trade fashion, People Tree is certified by the World Fair Trade Organization and uses GOTS-certified organic cotton. It offers classic, feminine styles and transparently reports on its supply chain partners, ensuring fair wages and safe working conditions. Price points are similar to Sheike, around $60-$150 AUD for dresses.
Shop now at peopletree.co.uk
This Australian brand focuses on ethical manufacturing and sustainable materials like organic cotton and Tencel. They provide clear information about their supply chain and are committed to creating timeless pieces that last, making them a great local alternative.
Shop now at thinkclothing.com.au
While known for casual and outdoor wear, Tentree is a certified B Corp that plants ten trees for every item purchased. It uses a high proportion (over 95%) of sustainable materials like organic cotton, recycled polyester, and TENCEL™, offering comfortable basics and dresses with a clear environmental purpose.
Shop now at tentree.com
Though primarily known for its iconic sneakers, Veja is a leader in ethical and sustainable practices. The B Corp uses organic cotton, recycled plastics, and wild Amazonian rubber with full supply chain transparency and a commitment to fair wages for its producers in Brazil and Peru.
Shop now at veja-store.com
Yes, Sheike is an Australian fashion retailer that was founded in Sydney in 1968. While the company is Australian-owned and operated, the vast majority of its manufacturing takes place overseas in countries like China and Bangladesh.
Sheike avoids the "fast fashion" label because its production cycle is significantly slower than brands like H&M or Zara. It releases collections seasonally (2-3 launches per year) instead of weekly and has slightly higher price points, suggesting a greater emphasis on quality than disposable, micro-trend-driven items.
Sheike uses some animal-derived materials like wool and leather but does not appear to use real fur or exotic animal skins. The brand lacks any ethical certifications for its animal products, so the welfare conditions of the animals are unknown.
There are no specific, publicly reported scandals or violations linked directly to Sheike's factories. However, the lack of transparency is a major red flag. By not disclosing its factories or releasing independent audit results, the brand makes it impossible for consumers to verify that its workers are treated fairly and paid a living wage.
