The mysterious founder of fast-fashion giant Shein has used his first major public appearance to stress the company’s roots in China’s southern Guangdong province and to hail communist and government officials for their support in helping it grow.
Xu Yangtian’s remarks on Tuesday at an event organised by the Guangdong government contrasted sharply with Shein’s efforts in recent years to present itself as a Singapore-headquartered international ecommerce platform.
Xu had previously maintained a studiously low profile and Shein has never made photographs of him available. His emergence comes as the company faces an array of challenges, including consumer weariness and global regulatory scrutiny, as it seeks a public share listing.
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