Books, music… baby clothes?

Every parent knows the story. No sooner have you stocked up on your baby or toddler’s new wardrobe than little Johnny has already outgrown the lot.  You’re looking at your bank account and scratching your head while the kids’ clothes manufacturers are gleefully ringing up the tills. It’s the price you pay as a parent, but the cost to the earth isn’t funny.

“I was making organic baby and kids clothes for my company SuperNatural Collections but I got to thinking that the world really does not need me to produce any more baby clothes whether they are organic or not”, said Jenny Barrett, the founder of SuperLooper. “There are 183 million items of unused baby clothing stored in UK homes.” 

Jenny is on a mission to make a difference and created SuperLooper, an online baby clothing library of pre-loved clothes for babies 0-2 years to offer parents a waste-free-wardrobe for as long as they need. ‘And when your child has outgrown them, you just send them back to be loved & looped again’. 

When it comes to sustainable fashion, baby clothing is often forgotten. Of the estimated £140 million worth (around 350,000 tonnes) of used clothing which goes to landfill in the UK every year, baby clothes account for huge portion simply because of how fast they grow. After spending much of her life in the fashion industry Jenny realised things didn’t have to be that way. SuperLooper, a subscription service of around £20 a month enables parents to avoid buying new clothes altogether and to clear out all their outgrown items to share with other families. “You can choose as many clothes as you like.”

The circular economy is an alternative to the traditional way where we make, use and dispose of items, ensuring that the life of a product doesn’t end when it is no longer used. It is re-used, remade and eventually recycled into another product. SuperLooper makes sure that great clothes will be at least be kept in circulation for as long as possible.

So far, the clothes library has over 1600 items to choose from and will have lots more by Christmas “It’s a huge job, ironing labels on, taking photographs then uploading them. It’s all a bit overwhelming but I’m very determined!” 

We know we can do things to help our planet but it’s that further step to make the change which seems to stop most people from actually doing anything. “Just keep on it and don’t worry that it’s a tiny thing because we all know tiny things eventually, become big things. We can all make the difference. We just have to believe.” 

If you would like to join the 

community check them out 

on Facebook @SuperLooper or sign up at