In a UK first, Danish kids-wear brand Wheat has launched exclusively on the award-winning clothing rental platform thelittleloop, bringing a new level of style and sustainability to the children’s clothing market for parents in the UK.
UK consumers may not be familiar with Wheat but they will know other brands already launched on thelittleloop which include John Lewis. You may also have seen Deborah Meaden and Steven Bartlett jointly invest in the business in a recent series of Dragon’s Den which aired in January 2022.
While fashion rental isn’t an entirely new segment, launching a brand new to the UK on a rental platform is definitely a new strategy to market – you can’t buy their clothing but you can rent them may be the way forward as the subscription market continues to grow.
According to environmental charity Hubbub, an estimated 183 million pieces of outgrown children’s clothing are stashed in UK homes . thelittleloop provides a revolutionary solution to this, giving parents access to a curation of gorgeous, ethical clothes, all ready to be rented for kids from 12mo-10yr. Now, Wheat joins a variety of high-quality, sustainable brands available on the platform, with a collection of 43 pieces for 12mo-12yr. Through thelittleloop, clothes can get around five times more wear, reducing their eco-impact by around 83% and their cost by approx 70% compared to buying new.
thelittleloop offers three membership plans that include insurance and full laundering, allowing users to swap the clothes at will for new sizes or new seasons. Ranging in price from £18 to £36 per month.
Wheat offers a range of clothing for children aged 0-12 years, including playful prints, vibrant colours, and durable materials perfect for active kids. The brand’s clothing is made from sustainable materials, such as organic cotton and recycled polyester, and is produced in factories that prioritise ethical and fair working conditions.
The decision to launch on a clothing rental platform in the UK was deliberate, as the brand is committed to reducing its environmental impact and promoting a circular economy. By renting out its clothing, the brand can extend the life of its garments and reduce waste while also providing a more affordable option for parents who may want to avoid investing in expensive clothing that their children will quickly outgrow.
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!
– Charlotte Morley, CEO and Founder, thelittleloop
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.
– Julie Andersen, Brand Director, Wheat
