Tax on "fast fashion" in the EU: Zara and H&M defended themselves by exposing the Asian giants The EU is increasing taxes against "ultra-fast fashion". The law stipulates fines (from 0.25 euro to 12 euro per item sold) for brands that flood the market with cheap and unsustainable clothing. Key facts: European giants outside the risk zone: the tax criteria (speed of assortment renewal) are written in such a way that Zara and H&M are not affected. They update collections every few weeks, while China's Shine uploads up to 10,000 new designs daily.

Tax on "fast fashion" in the EU: Zara and H&M defended themselves by exposing the Asian giants The EU is increasing taxes against "ultra-fast fashion". The law stipulates fines (from 0.25 euro to 12 euro per item sold) for brands that flood the market with cheap and unsustainable clothing. Key facts: European giants outside the risk zone: the tax criteria (speed of assortment renewal) are written in such a way that Zara and H&M are not affected. They update collections every few weeks, while China's Shine uploads up to 10,000 new designs daily.

Which Europeans will suffer: The tax will hurt British online platforms ASOS and Godo, as well as discounters such as Primark, whose business is linked to extremely cheap basic clothes from Asia. If a €4 t-shirt doubles its price because of an environmental fee, people will simply stop buying it. Real target: The main hit will be in Shane, Temo and AliExpress. For them, the European "sin tax" means the collapse of the business model, and Zara and H&M, with the help of environmentalists, are simply clearing the market of Chinese competitors.