(SeaPRwire) –   SINGAPORE, March 25, 2026 — SHEIN, a global online fashion and lifestyle retailer, has entered into an agreement with DHL to roll out the latter’s GoGreen Plus service, backing the use of sustainable aviation fuel (SAF) in air cargo logistics. This partnership forms part of SHEIN’s wider efforts to explore methods for cutting carbon emissions tied to air transport, while taking part in broader industry initiatives to scale up sustainable aviation fuel usage.

DHL’s GoGreen Plus service allows corporate customers to support SAF utilization by integrating the fuel into the aviation fuel supply chain deployed across its network. Lifecycle emission reductions linked to SAF, when compared to conventional jet fuel, are assigned to participating corporate customers using internationally recognized accounting methodologies. These allocations are recorded via established certification frameworks, enabling participating customers to count the associated SAF-related lifecycle emission cuts in their own emissions reporting.

“Collaborating with partners such as DHL helps us gain a clearer understanding of how sustainable aviation fuel solutions can be incorporated into air cargo logistics,” said Mustan Lalani, SHEIN’s Head of Sustainability. “Initiatives of this kind are part of SHEIN’s broader efforts to examine how emerging practices across the aviation sector can contribute to addressing carbon emissions associated with air transport.”

“DHL is a trailblazer in sustainable logistics. Signing the GoGreen Plus agreement with SHEIN marks another key milestone in DHL Express’s commitment to advancing the green transition of air logistics,” says John Pearson, CEO of DHL Express. “As a longstanding partner in SHEIN’s global logistics network, we are delighted to work jointly to explore how sustainable aviation fuel can be integrated into their air cargo operations.”

Industry Partnerships Supporting SAF Adoption

The agreement with DHL builds on a wider portfolio of pilot initiatives and industry collaborations that SHEIN has launched across the air cargo ecosystem. Following an earlier Memorandum of Understanding signed with Lufthansa Cargo in 2025, SHEIN has also rolled out additional partnerships with logistics providers, cargo airlines and industry groups to better grasp how SAF-related solutions can support efforts to reduce lifecycle emissions in air cargo logistics, the economic feasibility of such efforts, and how associated certification and accounting frameworks operate in real-world settings.

SAF Pilot with Atlas Air

In 2025, SHEIN ran a pilot for the procurement and use of 187.3 tonnes of sustainable aviation fuel (SAF) across 14 Atlas Air charter flights, delivering an estimated emission reduction of 579.1 tCO₂e.

China SAF Pilot Collaboration with Air China Cargo

SHEIN is taking part in a pilot scheme organized by China National Aviation Fuel (CNAF) and the Second Research Institute of Civil Aviation of China (CASRI) that aims to bring together multiple airline and corporate partners, to drive forward SAF adoption in China.

Through this programme, corporate participants can support SAF uptake via procurement agreements, contributing to the development of a broader commercial framework for sustainable aviation fuel in the Chinese market. Under this initiative, SHEIN plans to purchase an initial batch of SAF from Air China Cargo, with traceability mechanisms in place to track SAF usage and associated emission reductions.

SHEIN will be part of the first cohort of participating companies. As part of the pilot, CASRI and CNAF will jointly issue Proof of Sustainability-based certificates documenting the volume of SAF used and corresponding lifecycle emission reductions compared to conventional jet fuel.

World Economic Forum Initiative Supporting SAF Adoption

To complement these existing initiatives, SHEIN has also joined Green Fuel Forward, a campaign led by the World Economic Forum focused on speeding up SAF adoption in the Asia-Pacific region. The initiative works to raise awareness of SAF, facilitate collaboration between corporates, airlines and fuel producers, and strengthen demand signals for SAF in Asia Pacific through capacity building activities.

Industry Efforts to Scale SAF

SAF currently makes up a very small share of global aviation fuel supply, and its wider adoption remains restricted by limited production capacity and higher costs when compared to conventional jet fuel. Addressing these barriers will require continued investment and collaboration across airlines, fuel producers, logistics providers and corporate customers.

Through partnerships with logistics providers and airlines, SHEIN is assessing how SAF-related solutions can support broader industry efforts aimed at cutting lifecycle emissions tied to air transport, while gaining insights into economic feasibility, certification frameworks, emissions accounting and operational integration.

While these initiatives are early-stage pilots, SHEIN acknowledges that their emission reduction impact will be modest relative to the company’s overall air transport footprint, as only a small proportion of SAF is currently blended into conventional fuel globally. These programmes are designed to help build partnerships and operational experience that can support wider adoption of SAF-related solutions over time as industry capacity and participation continue to expand.

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