Selected kidswear by Swedish fashion retailer KappAhl’s brand Newbie are available to rent via Hyber, a Sweden-based rental platform for children’s products. The new collaboration is part of KappAhl’s work to make its clothing available to more people while lengthening the lifespan of the clothes in a step towards reducing the company’s environmental impact.

The partnership with Hyber is fully consistent with KappAhl’s ambitions to reduce the environment impact of its products in accordance with the UN’s 2030 Agenda for Sustainable Development and to inspire customers to make more sustainable choices.

First out on Hyber will be products in the smallest sizes from KappAhl’s brand Newbie. Hyber and KappAhl plan to quickly launch other parts of the kidswear selection as well, and to offer the new, in-demand brand Minories and Kaxs’ functional clothing for rent at that time, the companies said in a joint press release.

KappAhl’s business concept – to offer affordable, thoughtfully designed and responsibly made products in which to play and grow – matches Hyber’s ambitions to give families with children access to high-quality products in a more sustainable and economical way.

“To date, we have primarily sold KappAhl’s brands under our own auspices. Through Hyber, our products will be available to more people and the clothes will have a longer lifespan. The service will also provide us with important feedback from parents and children for the continued development of our products,” said Desiré Westerberg, vice president business unit kids at KappAhl.

“It’s incredibly fun that a player as big and important as KappAhl has chosen to work with us at Hyber. We see huge potential in KappAhl’s brands and look forward to offering their strong selection to our customers,” said Douglas Heidergren, CEO at Hyber.

Newbie collections are designed with the keywords timeless, sustainable and value for money, working from the idea that the garments can be passed down from one generation to the next. The entire Newbie range is made from more sustainable materials and 100 per cent of the cotton is organic, the release said.

Fibre2Fashion News Desk (KD)

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