John Lewis has partnered with leading childrenswear rental brand, thelittleloop for its first foray into clothing rental.
The capsule collection, which includes 51 staple products from its spring/summer 22 John Lewis label, is available to rent as part of a trial.
The collection has also been curated to include wardrobe staples made from more sustainable raw materials such as BCI cotton and recycled polyester.
Customers will be able to choose John Lewis kidswear items to add to their subscription plan, with monthly plans starting from £18 to rent roughly six to seven products at a time.
According to environmental charity Hubbub, an estimated 183m outgrown baby clothes are sitting in the back of UK wardrobes.
Through the partnership, John Lewis hopes 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.
In addition, 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.
“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,” John Lewis & Partners kids and baby fashion category lead Glynis Williams said.
“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.”
Thelittleloop founder Charlotte Morley 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.”
“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.”