Luxury retailer Selfridges has expanded its rental offering by launching its first kidswear collection.
Off-White and Kenzo are among the brands featured in the collection with sizes ranging from six months to 16 years.
Powered by rental platform Hurr, the clothing available will range from special occasions to streetwear and accessories.
Hurr, a clothing and accessories rental business, offers a similar service to John Lewis, whereby customers can hire dresses for special occasions.
Selfridges said its rental service, which it already provides to adults, is part of its Project Earth initiative, “which explores new ways to shop and help do our bit for the planet.”
Project Earth was launched as a way to reduce wasteful fast fashion practices to make shopping more sustainable and for retailers to reduce their carbon footprint, whether that be via renting clothing or buying second-hand.
‘Fast Fashion’ is the process of producing inexpensive clothing for the mass market, with the pieces often ending in a landfill.
A report by Earth.com earlier this year said 10% of total global emissions came from fast fashion production, while 85% of all textiles go to dumps each year.
Retailers are increasingly taking moves to cut carbon emissions.
Spanish store Zara announced an initiative whereby customers can return products that can be resold, while H&M has been running this scheme for nearly 10 years.