SHEIN Expands Sustainable Aviation Fuel Use with DHL Partnership

This article is based on an official press release from SHEIN.

On March 24, 2026, global fashion retailer SHEIN announced a new agreement with DHL Express to utilize the logistics provider’s GoGreen Plus service. This initiative integrates Sustainable Aviation Fuel (SAF) into SHEIN’s international air freight operations, marking another step in the company’s efforts to address lifecycle emissions associated with its supply chain.

According to the official press release, the partnership is designed as an early-stage pilot to help the retailer evaluate economic feasibility, certification frameworks, and operational integration. SHEIN explicitly acknowledges that the immediate emissions impact will be modest relative to its total air transport footprint, reflecting broader constraints in the global SAF market where alternative fuels represent only a fraction of conventional jet fuel supply.

We note that this move builds upon SHEIN’s previous SAF pilot programs initiated in 2025, signaling a continued corporate push to support capacity-building activities and demand signaling, particularly within the rapidly evolving Asia-Pacific (APAC) region.

Expanding SAF Pilots and Logistics Partnerships

The DHL GoGreen Plus Agreement

Under the new agreement, SHEIN will leverage DHL’s GoGreen Plus service, which utilizes an “insetting” approach to reduce Scope 3 greenhouse gas emissions. Rather than fueling specific cargo planes directly with SAF, the fuel is introduced into DHL’s broader aviation network. The resulting lifecycle emissions reductions are then allocated to SHEIN using internationally recognized carbon accounting and certification frameworks.

“Signing the GoGreen Plus agreement with SHEIN marks another important milestone in DHL Express’s commitment to driving the green transformation of air logistics. 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.”

Building on 2025 Initiatives

The DHL partnership is part of a broader, multi-carrier strategy. Industry research highlights that in 2025, SHEIN procured 187.3 tonnes of SAF across 14 Atlas Air charter flights, achieving an estimated emissions reduction of 579.1 tonnes of CO₂ equivalent (tCO₂e). Furthermore, the company signed a Memorandum of Understanding (MoU) with Lufthansa Cargo in August 2025 to accelerate SAF adoption.

Regionally, SHEIN is also participating in a China-based SAF pilot program organized by China National Aviation Fuel (CNAF) and the Second Research Institute of Civil Aviation of China (CASRI). Through this initiative, the retailer plans to procure an initial batch of SAF from Air China Cargo, utilizing traceability mechanisms to track usage.

“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.”

Global Bottlenecks and the Cost of Decarbonization

Production and Pricing Realities

SHEIN’s press release notes that wider adoption of SAF remains constrained by limited production capacity and higher costs. Data from the International Air Transport Association (IATA) released in December 2025 provides stark context for these limitations. According to IATA, global SAF production reached 1.9 million metric tons in 2025. While this doubled the output of 2024, it still represented only 0.6% of total global jet fuel consumption.

Growth is projected to slow slightly in 2026, reaching an estimated 2.4 million metric tons, or roughly 0.8% of global demand. Furthermore, SAF currently trades at two to five times the price of conventional fossil jet fuel. IATA estimates that this premium added approximately $3.6 billion to the aviation industry’s fuel costs in 2025 alone.

Policy Friction

The macroeconomic challenges are compounded by regulatory friction. IATA has publicly criticized certain regional mandates, arguing that they have distorted markets and increased compliance costs without guaranteeing adequate fuel supply.

“SAF production growth fell short of expectations as poorly designed mandates stalled momentum in the fledgling SAF industry… If the objective is to increase SAF production to further the decarbonization of aviation, then they [policymakers] need to learn from failure and work with the airline industry to design incentives that will work.”

The Asia-Pacific Momentum

Regulatory Shifts and Capacity Building

The press release emphasizes strengthening the demand signal for SAF in the Asia-Pacific region through capacity-building activities. Industry data shows that APAC is currently undergoing a massive shift in SAF infrastructure and regulation, transitioning from voluntary goals to concrete mandates.

Singapore implemented a confirmed goal of 1% SAF by 2026, funded by a passenger levy, while Japan is finalizing a 10% SAF mandate by 2030. South Korea, India, and Indonesia are also rolling out blending roadmaps expected to take effect around 2027.

To support this regulatory push, physical infrastructure is scaling up. Neste operates a significantly expanded SAF refinery in Singapore, and Hong Kong-based EcoCeres is expanding into Malaysia. Additionally, in May 2025, the World Economic Forum (WEF) and GenZero launched “Green Fuel Forward,” an initiative specifically designed to scale SAF demand and build regional capacity for aviation decarbonization in APAC, involving major airlines and logistics firms like DHL.

AirPro News analysis

SHEIN’s latest announcement reflects a maturing corporate approach to aviation decarbonization. By explicitly stating that the emissions impact of these early-stage pilots will be “modest,” the company avoids the pitfalls of greenwashing and aligns its messaging with the stark realities of the global SAF market. The reliance on DHL’s GoGreen Plus “book-and-claim” model highlights that, for global shippers, insetting remains the most viable mechanism to participate in the SAF economy without requiring direct physical access to alternative fuels at every origin airport. As APAC mandates like Singapore’s 2026 target take effect, corporate demand signals from high-volume freight users like SHEIN will be critical in justifying the massive capital expenditures required for regional SAF refineries.

Frequently Asked Questions

What is DHL’s GoGreen Plus service?

GoGreen Plus is a service offered by DHL Express that allows customers to reduce the Scope 3 carbon emissions associated with their freight. It uses an “insetting” or “book-and-claim” model, where DHL purchases Sustainable Aviation Fuel (SAF) and introduces it into its broader aviation network, allocating the certified emissions reductions to the participating customer.

How much of global aviation fuel is currently SAF?

According to December 2025 data from the International Air Transport Association (IATA), SAF accounts for only 0.6% of global jet fuel consumption, constrained by limited production capacity and high costs.

Why is SAF more expensive than conventional jet fuel?

SAF is currently two to five times more expensive than conventional fossil jet fuel due to the high costs of feedstock collection, complex refining processes, and a lack of scaled production infrastructure globally.

Sources: SHEIN Press Release