The retail giant is entering the children’s clothing rental market, working with Thelittleloop.
A trial with Thelittleloop will give parents the choice to rent their children’s clothing to help limit waste, creating a circular solution and optimising the environmental impact of fashion.
Initially 51 products will be on offer, including staple items for children up to the age of 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.com, where customers can choose John Lewis items to add to their subscription plan.
Customers can swap their rented items at any point, which will then be professionally cleaned, mended (if needed) and ready to be rented again. When the clothes pass their best, they are broken down and recycled in the UK.
Glynis Willians, John Lewis & Partners kids and baby fashion category lead, commented: “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, founder of Thelittleloop, 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 DMA 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 cusomters, and also to provide John Lewis with valuable data about garment quality and performance to aid future circular design.”
Deborah Meaden, entrepreneur and Dragons’ Den investor in Thelittleloop, said: “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.”
