On August 28, 2026, a group of environmental activists positioned a garbage truck outside the newly opened Shein pop‑up store in Montreal. The demonstration was organized by the Quebec climate organization Équiterre together with Recyc‑Québec and aimed to draw attention to the waste generated by disposable fashion.
Shein, the global fast‑fashion retailer, launched the temporary storefront in the city as part of its expansion strategy. The pop‑up opened its doors to shoppers on the same day the protest took place, marking the retailer’s first physical presence in Montreal.
Activists from the two environmental groups parked the truck directly in front of the storefront, creating a visual link between the store’s merchandise and the volume of waste they allege it creates. The presence of the garbage truck was intended to symbolize the amount of clothing that ends up in landfills.
The protest aligns with recent data showing that clothing waste in Quebec has risen sharply. In 2023, the province recorded that the quantity of apparel sent to landfills more than doubled over the previous ten years, underscoring a growing concern about the environmental impact of fast‑fashion cycles.
Équiterre and Recyc‑Québec used the occasion to highlight the broader issue of disposable clothing and its contribution to landfill growth. Their demonstration at the Shein pop‑up reflects mounting pressure on retailers to address the lifecycle of their products and the waste associated with rapid turnover in fashion trends.