Fast fashion retailer Shein, one of the world's biggest fashion brands, has been mispronounced by many shoppers, and a viral video claims the correct way to say it is 'She-In', not 'Sheen'.
The Chinese-based retailer became popular for selling on-trend items at low prices, with some comparing it to stores like Primark. In 2022, it was named the world's biggest fashion retailer and has become a go-to destination for shoppers looking to refresh their wardrobes and buy accessories at a bargain.
Before the brand's rise to prominence, the name did not appear in English, so multiple pronunciations have emerged as people interpret the spelling differently.
The Viral TikTok Explanation
The most widespread pronunciation has been 'Sheen', but a woman named Kinly, in a rapidly viral TikTok video, explained there is an alternative way rooted in the brand's earlier history when it traded under a different name.
Kinly revealed the name should be pronounced as two distinct words: 'She-In'. The reasoning is that the retailer was originally known as 'She Inside' before condensing its name to Shein to be catchier.
She said: "Please stop saying Sheen. It's pronounced She-in. It's short for She Inside. That's what the old name for Shein was. She Inside. It's not Sheen."
Evidence and Global Variations
Kinly offered evidence from a Google AI Overview result that displayed the brand name as 'SheIn' with a capital letter separating the two words, and described it as 'formerly She Inside'. However, the current brand name is typically displayed on the website in block capitals, making the distinction between the two words less obvious.
In the comments section of Kinly's video, viewers highlighted alternative pronunciations used across the globe, with several people from countries including Sweden and Romania claiming they pronounce it as 'Shane'.
One person said: "It's pronounced however it comes out of my mouth." Another added: "Thank you! This has annoyed me forever." A third posted: "I knew it was pronounced that way but I like saying Sheen better."
