Mar 31, 2023
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Denmark's Wheat launches exclusively with thelittleloop

Mar 31, 2023

In a UK first, Danish kidswear brand Wheat has launched exclusively in Britain via clothing rental platform thelittleloop, “bringing a new level of style and sustainability to the children's clothing market for parents in the UK”.


The agreement sees thelittleloop offering three membership plans that include insurance and full laundering, allowing users to swap the clothes at will for new sizes or new seasons. Ranging in price from £18 to £36 per month.

Wheat offers a range of clothing for children aged 0-12 years, including playful prints, vibrant colours, and durable materials tailored for active kids.

The decision to launch on a rental platform in the UK fits neatly into the brand’s ethos to reduce its environmental impact and promote a circular economy. This means it can extend the life of its garments and reduce waste while also providing a more affordable option for parents “who may want to avoid investing in expensive clothing that their children will quickly outgrow”.

Wheat says all its clothing is made from sustainable materials, such as organic cotton and recycled polyester, produced in factories that prioritise ethical and fair working conditions, it noted.

Charlotte Morley, founder and CEO of thelittleloop, said: “This is the first time in the UK that a kidswear brand has launched exclusively on a rental platform. 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.”

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