No matter what a retailer says about its climate goals, its main goal is to make you buy more clothes.

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[Fashion brand Everlane] has signaled its commitment to the planet ... throughout the years, including its focus on using certified organic cotton and attempting to eliminate virgin plastic from its supply chain. Additionally, the company has taken the public inside its factories, publishing glossy-looking photos from its facilities in Vietnam, China, Italy, and other countries and tracking which ones use renewable energy and pay living wages.

For these and other reasons, the company mystified consumers last week, when it was sold to the e-commerce giant Shein, which ranked as the biggest polluter in fast fashion last year. Shein offers clothing, jewelry, home goods, and accessories, all for sometimes shockingly cheap prices — the true cost of which is its carbon-intensive supply chain.

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Fashion magazines balked, asking if Everlane’s acquisition spells the end of the fashion industry’s sustainability aspirations writ large. But the sale of Everlane to this particular buyer should turn the inquiry around: Of what use are sustainability goals in the face of hyper-consumerism? Put another way: Was it ever the case that simply buying (more) different things would ever yield a more livable planet?

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