Based in Lac-Drolet, near Frontenac National Park and the Mont-Mégantic International Dark Sky Reserve, Attraction is surrounded by a vast, untamed landscape—a constant reminder of nature’s delicate balance.
That setting has helped keep environmental issues top of mind for the apparel manufacturer and decorator. Over the years, Attraction has introduced a number of sustainability initiatives, including the launch of its Ethica line in 2009. Made in Quebec from organic cotton and recycled polyester fabrics, the line relied on materials that were a bold choice at the time, says Sébastien Jacques, who co-owns Attraction with Julia Gagnon.
Since the couple acquired the company in 2017, those efforts have shifted into high gear. Leftover screen-printing ink is recovered and blended into recycled black ink for future print runs. Even the shipping boxes used for the Initial collection, which is produced in Asia, were designed to be reused at every stage of the journey—from the factory to Attraction’s head office and, finally, by the customer. “This seemingly small step saves us tens of thousands of boxes every year,” Sébastien says.
During the pandemic, Attraction also invested in a shredder that turns fabric offcuts into cushion filling. At full capacity, the process can divert more than 20 tonnes of textile waste from landfills every year. The machine serves a social purpose as well: installed at Coup de pouce Lac-Mégantic, it supports the organization’s social reintegration mission.
In 2022, Attraction reached another milestone by becoming carbon neutral. Working with the Université de Sherbrooke, the company inventoried every process that generated greenhouse-gas emissions, then offset all of its Scope 1 and 2 emissions through carbon credits purchased from Less Emissions.
“We’re far from perfect. This is an ongoing effort,” Sébastien says. “I think our proudest achievement is still ahead of us.” Given how far Attraction has already come, the future looks promising.
In Brief
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Attraction diverts 20 tonnes of textile waste each year with its shredder.
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Its Ethica apparel line is made in Quebec with organic cotton and recycled polyester fabrics.
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Attraction has been carbon neutral since 2022.