Technical and sustainable outdoor childrenswear brand Isbjörn of Sweden is launching a rental business for its range of clothing for 0 to 16 years.

The rental business, which will run via the company website, officially launches on 29 November 2019 (Black Friday). The aim of the service is to reduce textile waste by reusing garments. It also serves to make new ranges accessible to more customers; for example, families who may only go skiing once a year.

Customers can sign up for a seasonal subscription to rent Isbjörn shell garments for a monthly fee. Items are then returned for reconditioning for use in the next season.

The second time a garment is on rental it will be at a reduced price. The customer will also get the opportunity to purchase at a discounted price. If returned, products will be sold on to the second-hand market.

Isbjörn’s rental business will initially launch as a pilot in Sweden before rolling out globally.

This latest announcement is another step in Isbjörn’s Green Promise to make the most sustainable outdoor clothing and accessories for the young adventurers of tomorrow.

Encouraging active families to consume less, renting individual items will extend the lifecycle of the garment to multiple owners. In turn, this will help reduce environmental impact on the planet.

Commenting is Maria Frykman Forsberg, one of the brand’s founders and CEO of Isbjörn. “Everything we do in our business has both our consumers and the planet as a top priority. Waste is having a devastating effect on our beautiful planet and we are doing our best to limit environmental impact.

“Events such as Black Friday only exacerbate mass consumption and the waste problem. This is the main reason we are launching our rental business this week in particular. We want parents to consume less, not more.

“Our excellent customer service team is looking forward to welcoming new and existing customers to our online rental shop and they’ll be with them every step of the way during their rental experience – after all, sharing is caring.”

Isbjörn was the first outdoor childrenswear brand to become a bluesign® system partner. Designed to last using durable yet sustainable materials, garments are regularly passed down to younger siblings and friends. Key design features include grow cuffs to add an extra 3cm to arms and legs for prolonged use.