On a miserable London day that saw Extinction Rebellion self-implode as they attempted to interrupt one of the few environmentally acceptable and long established means of public transport in London, without irony, and the British take another step towards a Brexit resolution – Stay, Leave #Whatevs as long as we see less of wittering white walker Boris Johnson – there was some commercial strip lighting at the end of Harvey Nichols’ 4th floor tunnel with Fuse Communications’ Spring Summer 2020 Press Day.
In stark contrast to Extinction Rebellions’ oxymoronic Avengers Assemble approach to ‘Saving Our Planet’, Fuse Communications’ latest in-house venture, Kidswear Collective, is clear, responsible and 360′ in its directive to combat the phenomenon of disposable fast fashion within childrenswear by employing the help, and past wardrobes, of key mini influencers in order to repurpose beautiful barely worn clothing (more of which later) to new homes.
While it’s all too true that the murky waters of social media influencers run deep – who’s in, who’s out, whose reach is a virtual construct and whose reach is #4real (no relation to YG in this context), there is unlikely to be anyone better placed in the UK childrenswear market right-here-right-now than Fuse to realise who’s hot or not and to enlist their help in saving past clothing loves from the horror of the misty landfill mountains of Mander Square, Wolverhampton.
There has also been no better moment in our environmentally aware times than now to launch Kidswear Collective, so much so that you wonder why on green earth no one got here sooner. The adult repurposed clothing market has been quietly and steadily blossoming for a good 5 years or more, from the highly successful Vestiaire to the small late night danger-zone that is Re-See or the forthcoming Thrift+ x Farfetch collaboration, with the days of slightly damp, pretty musky, heavily worn designer offerings in A.O.V.I.W (Any Old Variant of Itchy Wool) a thing of the past, so it’s surprising that the woke age of childrenswears’ Sophisticated Seconds has taken so long to follow.
The Kidswear Collective pieces showcased at Harvey Nichols were as far from dusty attics and fragrant laundry cupboards as you could imagine – frankly and without exaggeration, they were pretty extraordinary, not least in terms of their designer/ quality /price-point. A stunning Gucci Baby’s 100% Wool Sweater was reduced from £120 to £40, Kardashian Klassic Kasual – Burberry – was rep’d, in the form of an immaculate Baby Reversible Rain Jacket reduced from £350 to £115 while bohemian luxe Chloe Youth High Top Trainers were discounted from £120 to £50, however beyond the name-checks, the clothes hanging on the rail at Harvey Nichols – and again without exaggeration, literally UFO glowed with cleanliness. One of their regular collaborators, influencer @marikokuo (77,3k, gorgeous and counting) reinforced Kidwear Collective’s clean and pristine mantra, emphasizing that every item she sends to Kids Collective is scrupulously cleaned by professionals before making its online debut.
Shosh and Melissa (the faces of Fuse and Kids Collective) are passionate and profound about fashion wastage, whether this relates to the complex issues of unsold past season stock (the unspoken plague of so many brands, both big and small) or to second-time around designer fashion and are taking important Striding Steps in children’s fashion to try and tackle the problem. However providing a luxury shopping experience in today’s environmentally aware eco-system is no simplistic matter, for many designer clothing is synonymous with tissue paper, stiff cardboard, ribbons and next-day shipping and it’s hard to know how to find a middle ground between sustainability and the provision of luxury, particularly at discounted prices. Shosh and Melissa are aware of the dichotomy, so they’ve been careful to source the most ethical and sustainable versions of perennial Classic Luxury Packaging with 100% recycled eco -friendly luxury boxes and recycled tissue papers as standard but they are also going the extra mile and are busy contemplating the implications and possible solutions of the expended air miles and environmental impact of shipping pre-loved clothes to Europe and Beyond as their burgeoning overseas market grows.
Kidswear Collective makes pitch perfect sense in these ecologically precarious times, not only to the plethora of perfectly presented Influencers I saw at Harvey Nichols who are repurposing, making a small return on their original investment and sharing a percentage of the profit with Fuse, Little Village and NSPCC but equally for those who would love to buy better, less frequently and more affordably. With a high turnaround, extremely low returns rate, extreme feel good factor and two responsible, thoughtful adults at the helm, it can only be a matter of moments before the luxury high street comes a knocking to take the online onstreet.
Kidswear Collective
Louisa R
Passionate, knowledgable and candid about kid's fashion and design.
Based in London but never too far from the sea.
Subscribe to Pirouette's monthly Newsletter.
You might also like
August 23, 2024
Find BODI LOVES in the UK – exclusive to The Little Place store
Did you know that you can know find Dubai based sustainable children's swimwear and essentials label BODI LOVES in the UK exclusively through The Little Place.
July 9, 2024
Smallable future remains undecided
Following Smallable being placed into receivership back in May of this year they continue to look for investment. It seems the judicial administrators have received 3 known offers to date before the…
March 27, 2024
Bobo Choses opens new flagship store.
New bricks & mortar store for Bobo Choses Bobo Choses has opened a new flagship store, Rambla de Catalunya, Barcelona, Spain & we are sending our congratulations! Here’s a little…
February 29, 2024
Jean Jullien’s ‘Paper People’ at Le Bon Marche Rive Gauche, Paris
If you're in Paris make sure to pop into Le Bon Marche, Rive Gauche - there you will encounter two gigantic blue paper people created by Jean Jullien. Art set in a retail space ensuring an enhanced…
October 13, 2023
Store Profile: English Rabbit, Beverly Hills, California
English Rabbit – Luxury children’s boutique We take a look at luxury children’s boutique English Rabbit, Beverly Hills, California – offering curated designer clothing, shoes…
October 12, 2023
Kidswear Collective acquires Cheeky Cherub
Pre-loved specialist Kidswear Collective has acquired children's luxury fashion resale platform Cheeky Cherub. The acquisition cements Kidswear Collective's position as the leading consignment…
August 18, 2022
New Bricks & Mortar Store ‘Charlie & Lu’ opens in Essen
More evidence that the rejuvenation of bricks & mortar is underway. Paade Mode have just opened their flagship store in Riga. Carmel London has a new location on Madison Avenue in New York whilst…
August 3, 2022
Caramel New York
Caramel opens store in New York It’s being said that bricks & mortar is back , it’s a discussion thread that we’ve been watching & following recently. Which makes it…
August 1, 2022
It’s Written in the Stars – The New Society FW/AW22 available now
It's Written in the Stars The New Society FW/ AW22 'It's Written in the Stars' was another really strong FW22 collection that caught our attention back in January 2022. Speaking with brand director…