The collection will include 51 products, basic clothing for children and babies up to 12 years old. The collection has been carefully curated to include wardrobe basics made from more sustainable raw materials such as recycled polyester. The products will be available for hire on Thelittleloop, where customers can choose John Lewis items to add to their subscription “plan”. The monthly plan starts from £18 which allows a customer to rent around 6-7 products at a time with unlimited exchanges.
Ideal for growing children, the customer can exchange their rented garments at any time, return items in the reusable return pouch and receive credit back towards choosing their next batch. Returned items will be professionally cleaned, repaired and ready for re-listing with different price ranges to reflect their condition. Then, when the clothes are not at their best, they will be broken down and recycled in the UK.
John Lewis, a UK-based retailer, recently partnered with Thelittleloop, a children’s clothing rental platform. The launch is an experiment with Thelittleloop that will give parents the choice to rent their children’s clothes, limit waste, create a circular solution and optimize the environmental impact of fashion by keeping it in circulation.
Glynis Williams, John Lewis & Partners, Category Manager for Kids & Baby Fashion, said, “We are delighted to launch a collection of baby and children’s clothing with Thelittleloop, giving customers a more sustainable option to rent high-quality John Lewis clothing through a trusted partnership. The partnership with Thelittleloop reflects our ambition to offer more sustainable ownership options and is part of the commitment we have made to our customers to reduce the greenhouse gas footprint of our textile supply chains by 50 % by 2030.“
Charlotte Morley, founder of Thelittleloop said: “Partnering with John Lewis is an important moment for Thelittleloop as it brings us so much closer to our mission to embed true circularity into the DNA of all ethical businesses within the children’s fashion space. John Lewis is rightly proud of the quality of its children’s clothing and we are delighted to add it to our range.Both to improve our customers’ choice and to provide John Lewis with valuable data on the quality and performance of the clothes to help future circular design.
Deborah Meaden, entrepreneur and dragon’s lair investor at Thelittleloop commented“Thelittleloop is the future of fashion rental, offering parents the opportunity to rent beautiful, ethical clothing for their children at affordable prices while limiting the damage to the planet. Their partnership with John Lewis is an exciting launch that will shows that big brands are making positive changes to shape the way consumers shop.
Thelittleloop estimates that over a year, a customer can save 12,700 liters of water, the equivalent of 64 full baths or 254 child baths by renting clothes.
Fibre2Fashion News Office (HO)