The deal isn't so shocking when you consider the state of fashion.

But whereas Shein pursues radically low pricing, Everlane is a better-for-the-world brand that promoted radical pricing transparency and made its bid to be the go-to essentials brand in the early days of the direct-to-consumer rush.

Experts warn the latest reported deal risks making sustainability a "marketable asset," rather than an environmental principle.

Shein, the Chinese e-commerce giant known for cheap apparel, is buying the direct-to-consumer brand Everlane, according to news reports.