Is the era of ultra-cheap fast fashion over? Tune in as we explore the dramatic impact of the terminated US de minimis exemption on Shein, the fast-fashion giant whose business model relied on shipping goods under $800 duty-free. With the end of this rule, Shein now faces tariffs as high as 145% on imports from China, upending its cost-driven strategy.

Discover how Shein is launching a race against time to rework its global supply chains, accelerating efforts to diversify production away from China. We delve into their strategy of establishing regional production hubs and incentivising suppliers to move to countries like Vietnam, Brazil, and India.

But this shift isn't easy. We discuss the significant hurdles, including operational complexity, potential counterpressure from China, and the risk that moving production might not fully circumvent tariffs due to scrutiny over "transshipment". The tariffs are already causing price increases for US customers and affecting product availability, threatening Shein's razor-thin margins and its planned IPO.

This episode unpacks how geopolitical tensions and changing trade policies are reshaping the fast fashion competitive landscape. Can Shein successfully adapt its supply chain, pricing strategy, and regulatory navigation to survive, or will it become a casualty of trade wars in the post-de minimis era? Find out what the future holds for Shein and the world of fast fashion.