By 2012, Xu and his business partners changed their focus to selling wedding dresses under the website name SheInside, based out of the Chinese city of Nanjing. Roughly three years later, in 2015, Xu had expanded his site to selling other women’s clothes, shortening the name to Shein, launching an app and moving the company’s headquarters to Guangzhou as well as opening an office in the US. Shein, the fast fashion megalith we know today, was born.