New Kids’ Clothing Start-ups Sweeten Allure in Rental, Resale, Swap

Despite being a relatively small sector within fashion, there’s still billions in waste generated by kids’ clothing, and parents are still frustrated over the costs of quickly outgrown clothing. Both factors are inspiring a new suite of start-ups to specialize in circular solutions for kids’ clothing as sustainability continues to become mainstream.

One company chasing this gap is Brooklyn-based Everlasting Wardrobe, a monthly clothing rental membership for children based in the U.S. that launched in January. Since then, members have averaged more than five months on Everlasting Wardrobe’s platform. According to the company’s survey of more than 1,000 families, “sustainability” was rated as the number-one reason parents are testing rental. Features like the gameified data-backed recommendations — where users can tap “less of this” and “add to list” — are what kept customers coming back.

Paying respect to hand-me-down culture, Vidrequin said Kids o’Clock aims to widen access to a global network of people “who may want to buy what you no longer need, and then give you the opportunity to come back on the platform to sell the same item at a later date when you also no longer need it.” Finding the present market “disparately built” among many different brands, price points, productions and strategies, Vidrequin is keen to centralize the children’s secondhand shopping experience within a bustling, easy-to-use online community that will soon doubly bring retailers into the fold with physical collection bins.Toy-maker Mattel announced its circularity program on Monday where old Barbie, Matchbox and Mega Bloks materials are repurposed into new toys.

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