SHEIN, a leading global online fashion retailer, has announced a strategic collaboration with DHL to integrate sustainable aviation fuel (SAF) into its air cargo logistics operations. The initiative is aimed at reducing carbon emissions from air transport and supports SHEIN's broader environmental sustainability efforts.
Under this partnership, DHL's GoGreen Plus service will enable SHEIN to support SAF usage by incorporating it into the aviation fuel supply chain. The lifecycle emissions savings linked to SAF, compared to conventional jet fuel, will be allocated to SHEIN based on recognized international accounting and certification frameworks, allowing the company to report emissions reductions accurately.
"Collaborations with logistics providers like DHL are essential for understanding how sustainable aviation fuels can be embedded into practical air cargo operations," said Mustan Lalani, SHEIN's Head of Sustainability. "These initiatives are vital components of our commitment to explore innovative solutions for lowering our carbon footprint," he added.
John Pearson, CEO of DHL Express, emphasized that this agreement advances DHL's leadership in sustainable logistics. "Partnering with SHEIN exemplifies our dedication to transforming air freight into a greener industry through SAF adoption," he stated.
SHEIN is also expanding its industry collaborations, including a Memorandum of Understanding with Lufthansa Cargo and a pilot project with Atlas Air, totaling 187.3 tonnes of SAF used in 2025, resulting in significant emissions reductions. The company is additionally participating in a Chinese SAF pilot program with Air China Cargo, supported by national authorities, to develop traceability mechanisms for SAF usage and emissions tracking. Future efforts include joining the World Economic Forum's Green Fuel Forward initiative to promote SAF adoption across Asia-Pacific regions.
Despite current limitations in SAF supply and higher costs compared to traditional jet fuel, these pilot projects aim to build operational experience and industry partnerships that could facilitate broader adoption in the future. SHEIN acknowledges that the overall impact on its air transport emissions will be modest but sees these efforts as critical steps toward scalable, sustainable solutions for the aviation industry.
