Ethical Children’s Clothing Company Frugi Launches Rental Collaboration | Fashion industry
Ethical children’s clothing company Frugi is the latest name in the shopping street to tap consumer demand for renting rather than buying clothes.
The upscale Cornish brand has partnered with new children’s clothing rental service thelittleloop, one of several companies serving consumers’ growing appetite for more sustainable wardrobe choices.
The fashion industry is under increasing pressure to change its business model, with Primark and Asos recently announcing plans to overhaul their supply chains to make them greener. The initiatives reflect a growing concern about the environmental damage they cause, with around 300,000 tonnes of clothing waste going to landfill in the UK each year.
Thelittleloop starts from the idea that circulating children’s clothing is the best way to reduce your environmental footprint. From £ 18 per month, subscribers use credits to borrow clothes which can be returned when they get too big.
Charlotte Morley, former head of retail website notonthehighstreet, who started the business while on maternity leave last year, said the little loop isn’t just about appeasing “fast fashion guilt” and aimed to support brands “go above and beyond” to make ethical and sustainable children’s clothing.
“Their [Frugi] the clothes are of such incredible quality that they are perfect for rental, ”said Morley. “We hope that we can help even more people than before to access these ethically made clothes for their children instead of resorting to the main street. “
Morley described fashion retail as a “broken system” that encourages people to “keep buying new, cheap clothes, spitting out more clothes.” She said she wanted to buy ethical clothes for her children “but could not justify the cost” with the sale of clothes afterwards, a tedious job.
The fashion brands involved in thelittleloop, which also include Kite and Polarn O. Pyret, still own the clothes and receive a share of the rental income. They also share the responsibility for the lifespan of the clothes.
Although Frugi, which is famous for its colorful prints and appliquéd designs, is more expensive than many other big brands, its managing director Sarah Clark said the high-quality fabric used means the clothes last longer.
“Using organic cotton, which is more durable, means our clothes are made to last, and the little buckle helps us to further extend the life of these garments, ”she said.
“We believe if you buy something for £ 3 from a supermarket it has a different level of durability.”
Clothing rental is touted as a sustainable and frugal alternative to fast fashion for women in particular. It was popularized by companies such as Rent the Runway and public figures such as Carrie Johnson, who rented her wedding dress and outfits for the G7 conference.
The growing sector, which GlobalData estimates will be worth £ 2.3bn by 2029, has been touted as a possible solution to the fashion environmental crisis. A report from the World Economic Forum this year suggested that the industry generates 5% of global emissions.