Temu versus Shein: Chinese fast fashion rivals take antitrust fight to US courts

A file picture shows products displayed at the Shein Group Ltd headquarters in Singapore. Photo: Bloomberg

If Kate Middleton wears a stylish T-shirt to a polo match, US teenagers will be able to buy replicas of it online the next day in six different colours.

That’s the business model behind ultra-fast fashion, in which companies led by Asian giants Shein and Temu work with overseas manufacturers to move the trendiest styles from Instagram to Generation Z for less than US$10 (approximately RM46), cranking out thousands of new items a day.