Danish kidswear brand Wheat has launched exclusively in the UK via award-winning clothing rental platform, thelittleloop. Through thelittleloop, clothes can get around five times more wear. This reduces their eco-impact by around 83% and their cost by approximately 70% in comparison to buying new.

Wheat joins the platform with a collection of 43 pieces for 12 months to 12 years. Highlights include playful prints, vibrant colours and durable materials. Wheat’s clothing uses sustainable materials such as organic cotton and recycled polyester. The factories that produce its clothing also prioritise ethical and fair working conditions.

 

 

Julie Andersen, Brand Director at Wheat, comments on the UK launch.

“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.”

 

 

Wheat has a commitment to reducing its environmental impact and promoting a circular economy. By renting out its clothing, it can extend the life of its garments and reduce waste. It can also provide a more affordable option for parents who may want to avoid investing in expensive clothing that their children will quickly outgrow.

 

 

Charlotte Morley, CEO and founder of thelittleloop, adds; “This is the first time in the UK that a kidswear 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.”

For further information on Wheat, please click here. Alternatively, to visit thelittleloop website, please click here.