The Story Behind
Love Your Clothes

Love Your Clothes was created to address Canada’s growing textile waste crisis by encouraging citizens to rethink their relationship with clothing. Grounded in the principles of circular fashion, it provides practical guidance on extending the lifespan of garments through repair, reuse, and responsible disposal. By equipping Canadians with the knowledge to make more informed choices, we can empower individuals to reduce waste and contribute to a more sustainable fashion system.

Led by Fashion Takes Action, this initiative is one of many projects within the Canadian Circular Textile Consortium (CCTC), a collaborative effort driven by our Circularity Roadmap—a strategic framework that identifies citizen education and awareness as a key priority for enabling circularity. Love Your Clothes reflects this priority by transforming insights from industry experts, NGOs, policymakers, and brands into tangible actions for consumers.