Repurposing children’s and maternity clothing is the mission of a Quebec company helping to save the planet.
Small children grow up so quickly that they hardly have time to wear their clothes. To reduce waste, Patricia Benoist-Bouchard opened the first Mlle et Coco boutique in Cap-Rouge in 2015 together with her mother Guylaine.
“We have evolved over time. We went step by step, trying to minimize the risks while keeping our customers in mind,” says Ms. Bouchard, who now owns two physical stores.
The second Mlle et Coco store will be located at 325, rue du Marais, in Quebec City, in premises four times larger than the previous address, in Lebourgneuf.
“We spent a year looking for a new location,” says Ms. Bouchard.
Yesterday the inauguration of this new store took place. Among the novelties, the store offers used maternity wear, which the co-owner says fills a need.
“From the beginning, our company mission has been to reuse clothes for children aged 0-12. Since our first opening day, we have always had in mind that we wanted to educate customers about reusing clothes. They are not worn long enough to give them a second or even a third life,” adds Ms. Bouchard.
According to Équiterre, global textile production has doubled in the last 15 years. Almost 4% of the world’s water reserves are used to make clothing.
RECYC-QUEBEC estimates that more than 12kg of clothing per person is thrown away in the trash every year.
Almost 287,000 tonnes were disposed of in Quebec between 2019 and 2020, a 78% increase from 2011.
Miss and Coco buys used clothes from carefully selected people. Sellers receive a check or credit. Over the years, the shop has added more strings to their bow.
It offers a variety of Quebec products, games, personal care products, and accessories. In addition to new and used maternity wear, the boutique also sells samples of new children’s clothing.
Ms Bouchard, who has weathered the pandemic by demonstrating innovation, particularly with her online sales site, intends to focus her efforts on encouraging the public to embrace clothing reuse even more.