Building on its belief in the value of pre-loved items alongside the aim of reducing textile waste by extending the life of its products, Danish childrenswear brand MINI A TURE is growing its RE-LOVED concept, where pre-loved MINI A TURE outerwear gets the chance to be cherished and used by another child.

Since September 2023, the brand has been offering local Danish customers the opportunity to sell back their used MINI A TURE outerwear, receiving a voucher for its webshop in return. In May 2024, however, this service also became available outside of Denmark, allowing European customers to sell and shop their MINI A TURE favourites secondhand.

In cooperation with the international re-sell platform Ninyes, European customers can now hand in their pre-loved MINI A TURE outerwear and get a voucher to use on either new or re-loved items from MINI A TURE or any other partner brand of Ninyes.

MINI A TURE makes its outerwear available to an even wider audience for it to be (re)used and loved by kids and their parents worldwide.

Ninyes is a Finnish-founded company offering secondhand services for responsible women’s and children’s clothing brands. At Ninyes, customers can find and shop a carefully curated selection of pre-loved clothing from brands committed to quality and responsibility.

Commenting is Sofia Issakainen, CCO at MINI A TURE. “Our RE-LOVED concept has had frequent visits and positive feedback, and we are happy to see that our customers choose to hand in their used outerwear for others to buy and hereby extend its lifetime. Therefore, it was a natural step for MINI A TURE to partner with Ninyes, which we admire, offering their services to a global audience.”

RE-LOVED is available online at www.miniature.dk and www.miniature.com.