Case Study:
Citizen Awareness: Love Your Clothes
Empowering Canadians to make better clothing choices starts with awareness. This campaign unites CCTC partners to inspire action through the 7Rs — building lasting habits that keep textiles in use and out of landfill.
Project Overview
The Problem We Can’t Ignore
Textile waste in Canada is growing at an unsustainable rate, with millions of garments ending up in landfill each year. While industry and policy shifts are essential, citizen awareness remains a critical missing link. Without accessible, engaging information, many Canadians lack the knowledge or confidence to make choices that extend the life of their clothing.
Our Big Idea
The Canadian Circular Textiles Consortium (CCTC) launched the Love Your Clothes website to close this gap. The goal was simple yet ambitious: give Canadians the tools, resources, and inspiration to adopt the 7Rs of circular fashion — Reduce, Reuse, Repair, Repurpose, Resale, Rent, and Recycle. By aligning partners around a bilingual, accessible website and shared promotional assets, the campaign amplified a unified message across the country.
The Impact So Far
In its first months, Love Your Clothes reached thousands of Canadians through a national PR launch, partner newsletters, and social media campaigns. Visitors engaged with repair guides, infographics, and actionable tips, while CCTC partners embedded the campaign into their own networks. The result: growing momentum for long-term behaviour change and a foundation for continued citizen engagement.
