Clothing & ShoesOnline & Digital

John Lewis enters childrenswear rental market

John Lewis said the initiative will help to limit waste, create a circular solution and optimise the environmental impact of fashion

John Lewis and Partners has announced it is launching a trial with thelittleloop to give parents the choice to rent their children’s clothing. An initial 51 items of clothing for children and babies up to age 12 are available from today (26 May). 

Customers 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 if needed, and ready to be rented again with different price ranges to reflect their condition.

The collection has been curated to include wardrobe staples made from more sustainable raw materials, such as recycled polyester. When the clothes “don’t look their best”, they will be broken down and recycled in the UK.

Customers of thelittleloop will be able to choose John Lewis items to add to their subscription plan. Thelittleloop estimates that over a year a customer can save 12,700 litres of water, the equivalent of 64 full bathtubs or 254 kids baths.

John Lewis said the initiative will help to limit waste, create a circular solution and optimise the environmental impact of fashion by keeping it in circulation, and increasing the number of wears of each garment. 

Glynis Williams, Kids and Baby Fashion Category lead at John Lewis, 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% by 2030.”

Charlotte Morley, thelittleloop founder, added: “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.”

Back to top button