The Danish childrenswear brand joins a variety of sustainable brands on the platform, with a collection of 43 pieces for one to 12 year-olds.
Wheat’s decision to launch on a clothing rental platform in the UK is part of its commitment to reducing its environmental impact and promoting a circular economy. By renting its clothing, the brand hopes to extend the life of its clothing and reduce waste. thelittleloop also offers parents a more affordable way to access quality clothing.
Wheat offers a range of clothing for children up to 12 years-old, including prints, vibrant colours and durable materials. The clothing is made from sustainable materials such as organic cotton and recycled polyester and is produced in factories which prioritise ethical working conditions.
Julie Andersen, brand director at Wheat, commented: “We’re excited to bring our sustainable and stylish clothing to the UK market through this rental platform. We believe that children’s clothing should be both durable and beautiful, and that it’s possible to create clothing that is sustainable and affordable at the same time.
“We hope that by offering our clothing through a rental service, we can help reduce waste and promote a more sustainable approach to fashion.”
Charlotte Morley, ceo and founder of thelittleloop, added: “This is the first time in the UK that a kids-wear brand has launched exclusively on a rental platform. We’re so thrilled to have Wheat join us as a partner. Our values around sustainability and protecting the future for our children are perfectly aligned, and we know our customers are going to love the clothes.”
