Why kidswear clothing rentals are the future of babywear

In a world where fashion and excess go hand-in-hand, companies are looking to move away from linear manufacturing models towards circular ones. Brands today are now playing catch-up with this concept, as consumers continue to desire for sustainable living that promote conscious care, repair, recycling and circular commerce. It is already estimated that resell clothing will outsell fast-fashion in as little as 10 years. WGSN Subscribers can read more in our Brands to Watch – Kidswear Subscription Boxes report.

Owners of Mia Bella Babies are taking steps to solve this problem through their online baby clothing rental company. I recently sat down with Mia Bella Josimovic, Co-founder and CEO, to learn about their online baby clothing rental service tailored to baby’s quick changes in size. Check out the below to find out more about this fresh approach to the future of babywear.

Where did you come up with the idea to rent out baby clothing?

I started getting into the zero-waste and minimalist movement myself and I loved the idea of renting clothes in general. I was talking to some friends of mine, who happened to be new moms (and after some research) it dawned on us that there are no current options for renting baby clothes. I knew this was something every parent would be interested in, and so Mia Bella Babies was ‘born.’ 


When was the business created and how has your business grown since initial start-up date? 

We are a few months old but growing quickly – much like our customers!


With the saturation of kids brands out there, what do you think would make families chose to rent babywear as opposed to buying brand new items when, let’s face it, many of the items babies wear are being thrown-up in and spilled on!?

We will not rent out clothes that we think are not presentable. I think many moms will agree that most stains can be removed- hence why so many families buy second hand and keep hand-me-downs! With that in mind, our culture and the newer generations are looking into more eco-friendly options. Renting allows our parents to not feel stressed out about shopping for their growing baby, storing after things are unusable, worrying about everything matching, or making sure they have the right assortment of clothing. We take care of all those dilemmas! 


You mentioned the eco-side of the brand including 100% recycled boxes and paper tape on all shipping boxes. Is the cotton used organic and the washing products also eco-friendly?

Some of the cotton is organic, but not all. We also use Mrs. Meyers for washing the products- which is natural detergent. After the clothes are deemed no longer useable- we will do one of two things with them: We will make sure its recycled- for example, they can use cotton clothing shredded to use as insulation for walls- and/or, we will donate the clothing to third world areas where babies don’t have clothing options via the peace corps and other organizations.


What brands do you carry?

Right now we are using a lot of different brands and some of our own- but the goal in the future is to create our own line of clothing and have it all be our clothes. 


Giving back is always an important part of a brands DNA who want to do more than just make a profit-aiming to make a difference.  You mentioned this was important to you, can you explain how you plan to tackle this as a new company?

We plan to donate 5% of the proceeds every month to different child related causes. We will also allow people to vote for the charities on our FB group so they feel they are a part of it all and can really help to make a difference.


In a world of excess I personally feel this is a great idea, especially as babies and toddlers grow so fast.  Do you have plans to expand or have anything new in the works for the future?

We are definitely looking at ways to create all the clothing in-house, going from 0-12 months and possibly older. I also would love to create a maternity line.


Read more on all things baby/toddler on the Kidswear section of WGSN.


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