SHEIN has entered into an agreement with DHL Express to utilise the GoGreen Plus service, marking a further step in the retailer’s efforts to address carbon emissions linked to its air cargo operations.
The GoGreen Plus programme enables corporate customers to support the use of sustainable aviation fuel (SAF) within DHL’s air transport network through a “book-and-claim” model. Under this system, SAF is introduced into the broader fuel supply chain, and the resulting lifecycle emissions reductions—compared with conventional jet fuel—are allocated to participating customers using internationally recognised accounting methodologies.
These emissions savings are verified through established certification frameworks, allowing companies such as SHEIN to incorporate SAF-related reductions into their carbon reporting and sustainability targets.
Mustan Lalani, Head of Sustainability at SHEIN, said the collaboration reflects a broader effort to evaluate emerging decarbonisation pathways in aviation logistics.
“Working with partners such as DHL allows us to better understand how sustainable aviation fuel solutions may be incorporated into air cargo logistics. Initiatives like this are part of SHEIN’s broader efforts to explore how emerging approaches across the aviation sector may contribute to addressing carbon emissions associated with air transport,” he said.
For DHL, the agreement reinforces its position as an early mover in sustainable logistics solutions. John Pearson, Chief Executive Officer of DHL Express, described the partnership as part of the company’s wider commitment to accelerating the decarbonisation of air freight.
“As a long-term partner in SHEIN’s global logistics network, we are pleased to work together to explore how sustainable aviation fuel can be integrated into their air cargo operations,” he said.
The development comes amid increasing pressure on the fashion industry to reduce both emissions and logistics costs. Notably, Hugo Boss has recently indicated plans to reduce its reliance on air freight as part of its sustainability strategy, reflecting a broader shift among retailers toward lower-carbon transport modes where feasible.
DHL has also expanded its GoGreen Plus offering, with DHL Global Forwarding relaunching the programme with a tiered structure designed to broaden customer participation. The updated model includes three service levels—Base, Premium, and Select—with the Base tier offering a 10% emissions reduction for eligible shipments at a fixed rate.
SHEIN’s agreement with DHL builds on a series of initiatives aimed at scaling SAF adoption across its logistics network. In 2025, the company signed a memorandum of understanding with Lufthansa Cargo to explore the increased use of SAF on dedicated freight services. It also piloted the use of more than 187 tonnes of SAF across charter flights operated by Atlas Air.
In parallel, SHEIN is participating in a collaborative SAF pilot programme led by China National Aviation Fuel(CNAF) and the Second Research Institute of Civil Aviation of China (CASRI). The initiative aims to bring together airlines and corporate stakeholders to accelerate SAF adoption within China by developing scalable procurement frameworks and improving traceability mechanisms.
As part of this programme, SHEIN plans to procure SAF from Air China Cargo, with systems in place to track fuel usage and associated emissions reductions.
The growing number of SAF partnerships highlights a broader trend within the air cargo sector, where shippers, airlines, and logistics providers are increasingly collaborating to address the environmental impact of aviation. While SAF remains limited in supply and higher in cost than conventional fuel, initiatives such as GoGreen Plus are emerging as practical mechanisms to scale adoption and distribute environmental benefits across the value chain.
