Having focused on earth-friendly kidswear for decades, Polarn O. Pyret (PO.P) is on the cusp of completing a circular fashion model as it makes final developments to expand its second hand service. Taking its initiative to the next level, the service will launch across PO.P’s entire clothing collection this autumn.

The brand is already successfully buying back pre-owned outerwear from its customers, which it then re-sells on its website. However, in September, PO.P’s second hand initiative will extend to its full collection; from babygros to socks. If items aren’t fit for re-sale, PO.P will repurpose them instead.

Taking responsibility for its products

The business aims to minimise the amount of clothes going to landfill as best it can. Subsequently, PO.P forecasts that within three years, 10% of its sales will be from re-selling second hand items bought back from customers.

Commenting on the brand’s commitment is Mats Nilsson, PO.P’s UK MD. “When 350,000 tonnes of clothing ends up in landfill every year, the industry has to take responsibility and reduce this. Re-using clothes is the best thing for the environment. As leaders in sustainable clothing, we had to act to make sure our clothes are used by as many kids as possible. We know the quality is there; we just have to make it easier for people to re-sell their POP clothing.

“This initiative is probably going to be cost-neutral for us in all honesty. But, bearing in mind that an increase of 10% in second-hand sales could save 3% carbon, 4% water and 1% waste per tonne of clothing, we know we have to do this.”

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