Shein opened a temporary retail space in Montreal on August 28, 2026, and the launch was met with a demonstration organized by the environmental groups Équiterre and Recyc‑Québec. Activists positioned a garbage truck directly in front of the pop‑up on its opening day, drawing attention to the retailer’s emphasis on disposable fashion.
The protest was coordinated by the two groups, which have long campaigned against fast‑fashion practices. By placing a waste‑collection vehicle at the storefront, the demonstrators aimed to illustrate the volume of clothing discarded each year and the environmental burden they associate with Shein’s business model. The presence of the truck remained throughout the day, prompting passersby to take photos and share images on social media.
Shein, a global fast‑fashion platform, has faced repeated criticism for its contribution to textile waste. Provincial data released for 2023 indicates that clothing waste in Quebec has risen sharply in recent years, reflecting broader concerns about the sustainability of low‑cost, high‑turnover apparel. The figures underscore the context in which the Montreal pop‑up was launched, as the city’s residents and environmental advocates have become increasingly aware of the ecological footprint of disposable clothing.
Authorities noted that the protest remained peaceful and did not interfere with the operation of the store. No arrests were reported, and the garbage truck was eventually moved after the demonstration concluded. The incident adds to a series of actions targeting Shein and similar retailers across North America, where activists continue to highlight the link between fast fashion and waste generation.
While Shein’s pop‑up remains open for shoppers, the demonstration by Équiterre and Recyc‑Québec underscores ongoing public scrutiny of the brand’s environmental impact. The event reflects a growing movement in Montreal and throughout Quebec to hold fashion companies accountable for the waste associated with rapid consumption cycles.