John Lewis partners with Thelittleloop for renting children's clothing

The collection will comprise 51 products, staple items of clothing for children and babies up to age 12. The collection has been carefully curated to include wardrobe staples made from more sustainable raw materials such as recycled polyester. The products will be available to rent on Thelittleloop, where customers will be able to choose John Lewis items to add to their subscription ‘plan’. The monthly plan starts from £18 which allows a customer to rent roughly 6-7 products at a time, with unlimited swaps.

Ideal for growing children, the customer can swap their rented clothing at any point, return items in the reusable returns pouch and receive credit back to choose their next bundle. The returned items will be professionally cleaned, mended and ready to be rented again with different price ranges to reflect their condition. Then when the clothes do not look their best, they will be broken down and recycled in the UK.

Glynis Williams, John Lewis & Partners kids & baby fashion category lead said, “We’re thrilled to be launching a collection of baby and childrenswear 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 forms part of the commitment we made to our customers to reduce the greenhouse gas footprint of our textile supply chains by 50 per cent by 2030.“

Charlotte Morley, founder of Thelittleloop said, “Partnering with John Lewis is a significant moment for Thelittleloop as it takes us a huge step closer to our mission to embed true circularity into the DNA of all ethical businesses within the childrenswear space.  John Lewis is rightly proud of the quality of their children's clothing and we're delighted to add it to our range. Both to improve choice for our customers, and also to provide John Lewis with valuable data about garment quality and performance to aid future circular design.”

Deborah Meaden, entrepreneur and dragon’s den investor in Thelittleloop commented, “Thelittleloop is the future of fashion rental, allowing parents an option to rent ethical, beautiful clothing for their children at affordable prices while limiting the harm to the planet. Their partnership with John Lewis is an exciting launch that shows high street brands are making positive changes to shape how consumers shop.”

Thelittleloop estimates that over a year a customer can save 12,700 litres of water, the equivalent of 64 full bathtubs or 254 kid’s baths by renting clothing.

Fibre2Fashion News Desk (HO)