Équiterre organized a symbolic protest to mark the opening of a Shein pop-up store in downtown Montreal on Thursday morning. The environmental organization parked a garbage truck in front of the store, with a banner reading “No to disposable fashion.” At the same time, cyclists rode around the area pulling a cart filled with trash bags, adorned with a sign that read “Shein is not welcome in Quebec.” “We’re here to say ‘no’ to fast fashion. Don’t let the prices fool you. The business model of fast-fashion giants is based on the repeated purchase of items designed not to last,” said Équiterre Executive Director Daniel Rotman during a press briefing in front of the store’s temporary entrance on Sainte-Catherine Street Ouest until Sunday. Équiterre said it is concerned about the environmental consequences of having tons of clothing sold at low prices. “This is becoming a major waste management issue that affects everyone, even those who don’t shop on the platform,” said Rotman. “Who will foot the bill for overflowing landfills and the resulting environmental and health impacts? Not Shein, not Temu — it’s all of us.” In Quebec, the amount of clothing thrown away and sent to landfills has more than doubled in 10 years, reaching 344,000 metric tons in 2023, according to the most recent data. Recyc-Québec has identified fast fashion as the main source of the increase. Équiterre is calling on the federal government to act quickly to curb the trend “before it’s too late.” Rotman pointed out that France has recently tightened regulations, notably by banning companies like Shein and Temu from advertising on social media and in traditional media. He said he believes that “it’s time for Canada to do the same.” This report by The Canadian Press was first published in French on Aug. 27, 2026.
