You Can Now Rent John Lewis Clothes For Your Kids

If the speed at which your children outgrow their clothes is a constant source of amazement (not to mention annoyance), John Lewis has a solution. The high street giant has partnered with The Little Loop, the leading childrenswear rental brand, to offer its customer base the opportunity to borrow instead of buy for the first time.

The Mount Everest of baby clothing languishing in the back of our wardrobes is really quite astounding - 183 million items, according to environmental charity Hubbub. By renting your kids' clothes, you're increasing the wears of each garment - and reducing the amount of waste (and clutter, never forget the clutter).

'Childrenswear is the only segment of fashion where there is a genuine need for new clothing,' says founder of The Little Loop, Charlotte Morley. 'In all other clothing verticals we should simply buy less to be more sustainable. But with kids that isn't possible. And yet they wear their clothes for such a short period of time. Offering parents a convenient, stylish, and cost effective way to access those clothes more sustainably, and share them with others more easily, is therefore critical to the wider sustainability efforts of the fashion industry.'

The John Lewis collection is available as of today on The Little Loop - and includes 51 items for babies and children up to 12. Customers will be able add the carefully curated wardrobe staples to their subscription plan, which starts from £18 per month.

'We're still at the point of needing to normalise alternative ways to consume. Rental is still a big shift for the majority of people - many aren't yet ready to make the leap. And yet we absolutely have to make that shift for the sake of our kids' future. A retailer like John Lewis partnering with us demonstrates huge confidence in our model. It is such a significant step in paving the way for an alternative future, and helping parents to take a brave step to a different way of living,' says Morley.