The Danish childrenswear brand, Wheat has launched exclusively in the UK via the award-winning clothing rental platform, The Little Loop, marking the first of its kind launch in the kids clothing sector.

Developed to help slow the children’s fashion space and drive a more circular economy for children’s clothes, The Little Loop helps to reduce the environmental impact of clothing by around 83% through its rental platform.

Through The Little Loop, clothes can get around five times more wear. Cost is also reduced by approximately 70% in comparison to buying new.

In an industry-first, the Danish children’s brand Wheat has now joined the platform with a collection of 43 pieces for ages 12 months to 12 years. Wheat itself is an ambassador for sustainable fashion, opting to use materials such as organic cotton and recycled polyester. Wheat’s factories also prioritise ethical and fair working conditions.

“We’re excited to bring our sustainable and stylish clothing to the UK market through this rental platform,” said Julie Andersen, brand director at Wheat.

“We believe that children’s clothing should be both durable and beautiful, and that it’s possible to create clothing that is sustainable and affordable at the same time. We hope that by offering our clothing through a rental service, we can help reduce waste and promote a more sustainable approach to fashion.”

Clothing rental helps to extend the life of garments and reduce their environmental impact by averting the waste stream. On average, a purchased t-shirt is worn no more than seven times throughout its life time. Rental platforms like The Little Loop can also help lift the burden of cost when purchasing new, offering a more affordable option to parents who may want to avoid investing in expensive clothing that children outgrow quickly.

Charlotte Morley, ceo and founder of The Little Loop, said: “This is the first time in the UK that a kidswear brand has launched exclusively on a rental platform. We’re so thrilled to have Wheat join us as a partner. Our values around sustainability and protecting the future for our children are perfectly aligned, and we know our customers are going to love the clothes.”