Traditional denim production consumes enormous amounts of water, especially during the dyeing and aging processes. To address this, Shein partnered with NTX in 2021 to introduce Cool Transfer Printing, an innovative technology that drastically reduces the water footprint in denim manufacturing.

Unlike conventional methods that require multiple washes to achieve the desired look, Cool Transfer Printing digitally simulates these effects instantly, eliminating the need for water-intensive processes. As a result, Shein's suppliers have reduced water usage by 70.5 per cent, a figure verified by Bureau Veritas in October 2023.

This innovation not only conserves water but also enables on-demand production of stylish denim in a variety of colors and designs. The technology allows for direct digital printing with reactive ink, making the creation of intricate patterns more efficient and cost-effective.

By integrating Cool Transfer Printing into its agile supply chain, Shein offers a diverse range of affordable, sustainable denim products. The company remains committed to leveraging technology to create more eco-friendly production methods, bringing it closer to its sustainability goals.