KIDLY, the online retailer for 0-5 years, is expanding its own-label, KIDLY Label, with its first eco denim collection. Designed to complement the existing KIDLY Label daywear range, the six-piece collection is the culmination of months of development by the brand’s in-house design team. Made from low impact, mid-weight cotton denim, every piece is crafted with kids in mind, including extra growing room.

 

 

In line with the brand’s eco-focus, the new collection is also certified Low Impact under EMI (Environmental Impact Measurement) benchmarking. As well as being made from sustainably sourced cotton, this means it uses less water, less energy and fewer chemicals in the manufacturing process.

The new denim collection offers KIDLY customers a brand new category to shop and builds upon the success of previous KIDLY Label collections. Growing in popularity, KIDLY Label now accounts for 40% of KIDLY’s total revenue.

 

 

Commenting is KIDLY’s Head Of Buying, Helene Challot.

“Our new denim collection combines modern style with sustainability, something we know is important to our customers. Typical denim production is very energy intensive, so we’re pleased to be able to bring a low impact option to the kids’ market at an affordable price point. Sustainability is more than just the fabrics we use, it’s also about ensuring our manufacturing processes are efficient and planet-friendly too.”

Also commenting on the new collection is KIDLY’s founder and CEO, James Hart. “We’re excited to bring KIDLY Label denim to our customers. Denim has been a missing piece of our daywear offering, but getting both the design and the eco creds spot on has taken time. It takes a lot to get kids out of their comfy leggings and we hope that this collection, which is made for play, is soft enough to do just that.”

 

 

The collection comprises six low impact, transeasonal denim pieces for 1-7 years.

The workwear-inspired Denim Overshirt features a slightly oversized shape, turn-back buttoned cuffs and pockets. The fully-lined Quilted Shacket includes elasticated cuffs and patch pockets. The Dungarees offer a modern take on a classic, with buttons at the waist and a generous pocket detail. You can also roll the legs and adjust the straps for extra growing room.

The Denim Pocket Dress is all about movement and versatility, being both stylish and practical. There’s also a Jumpsuit in an oversized fit. Plus, barrel-leg Denim Jeans featuring an adjustable elasticated waist for a secure fit and extra growing room.