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Let's create a Greener Future, one style at a time

Our planet is important. Unique. Alive. Precious. The way we care for it becomes the legacy we bequeath to our families, to our children and to future generations.
As an important player in Québec’s fashion industry, we wish to do our part to care for our wonderful planet because each of our decisions and actions counts and may have a positive impact on our future.
Whether these measures be small or large in scale and ambition, we wish to make a real difference by providing consumers high-quality, durable fashion items that meet the needs of families and, above all, that are more respectful of the planet.

In 2020, we took action for our planet.


Here are some of our initiatives:

We replaced a lot of our in-store display media with recycled and/or recyclable paper or cardboard. 

We encouraged our customers to reduce their use of plastic bags when shopping, by adding fees for each bag sold and by providing new reusable bags. 

We greatly increased our production of clothing containing cotton from organic farming in our collections for the entire family. 

In fact, to offer the highest quality, softness and comfort to your newborns, over 90% of our pyjamas for babies now contain organic cotton. In addition, almost 50% of everyday wear for babies and 40% of children’s styles also contain organic cotton!

Over 40% of our men's basics contain organic cotton, and this number goes up to 100% for our basics in the women’s department. 

All our jeans for women are now made with REPREVE®, Unifi Inc., which uses plastic bottles as a primary material. 

Finally, most winter coats and snowsuits that are coated with a water repellent treatment to make them waterproof are free from  perfluocarbons (PFCs), chemicals which are harmful to the environment.

Organic Cotton*

Organic cotton is important in the design of our clothes. The cotton we use must:


Be manufactured according to organic farming standards;
The cotton plant itself cannot be genetically modified;
Come from farming that requires less water.

*From organic farming 

WE ♥ : Its comfort and its ease of care.


We prefer materials with a smaller environmental impact, such as lyocell, a fibre that is:


Manufactured from cellulose;
Durable and breathes;
Known for being respectful of the environment.

WE ♥ : Its lightness, softness, and year-round versatility!


We use the REPREVE®, Unifi Inc. technology to manufacture jeans made from recycled materials, such as plastic water bottles.

WE ♥ : Its quality and its positive impact on waste reduction.

Recycled Polyester

Recycled polyester is increasingly popular. This textile fibre made from existing plastic can be used to make jeans as well as swimsuits!

WE ♥ : Its durability and softness.

PFC-free Fabrics

Perfluorocarbons, or PFCs, are chemical substances present in the water-repellent treatments applied to the outer layers of coats to make them waterproof: the water runs off the clothing instead of being absorbed by the fabric. More eco-friendly processes now make it possible to manufacture PFC-free coats whose water-resistance is just as good.


WE ♥ : Their  non-harmful waterproofing properties.

Shop our products that are better for the environment: