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OUR SUSTAINABILITY MANIFESTO
Our Mission: To become the leading brand in sustainable luxury children's fashion, achieving true circularity with fully looped models.
How We Do It: Through our online platform, we empower and educate consumers by offering high-quality, preloved clothing as a sustainable alternative to buying new.
Our Vision: "The future of fashion is circular and we aren’t stopping until we make
children's designer fashion come full circle".
Our philosophy: Think First ! Buy, Love, Sell, Repeat – GO Preloved
A message from our COO
“When what you seek is unavailable, take the initiative to create it yourself. Challenge the status quo not solely for personal advancement but for the collective benefit of all. Innovation is born when necessity intersects with audacious vision.”
At DKC we are driven by a deep commitment to sustainability, circularity, shared responsibility and innovation . Our mission is to lead the way in sustainable, luxury children's fashion by creating fully circular, looped models that set a new standard for the industry.
As COO, I take great pride in overseeing our efforts to not only provide high-quality preloved designer clothing but also to empower our customers to make more conscious choices. Through our platform, we aim to educate, inspire, and offer a practical, stylish alternative to fast fashion. Every piece we curate has a story and a future, proving that luxury and sustainability can truly go hand in hand.
Our journey is a collaborative one, and we are excited to have you with us as we continue to redefine the landscape of children's fashion. By choosing us, you’re not just selecting beautiful, preloved clothing for your children, but you're also supporting a movement that values our planet, creating a brighter future for the next generation.
I thank you for being a part of our community and for believing in our vision. Together, we are shaping a world where children's luxury fashion can be enjoyed without compromising our planet.
Ve'Ronika Pandya (Founder & COO)
Our Commitment to Sustainability
For too long, luxury children's fashion has followed a wear-it-once trend cycle. But we're here to change that! Our mission is to revolutionize the industry by providing a 'First In Kind' sustainable alternative to buying new.
At Designer Kids Club, sustainability is at the heart of everything we do. As a luxury preloved children's clothing brand, we believe in giving high-quality garments a second life, reducing waste, and promoting a circular fashion economy.
Leading by example
We have recognised that there are many platforms doing resell or offering circular initiatives i.e. renting, swaps etc. However, these are aligned to adults clothing. It’s time for this to change.
Designer Kids Club is proud to be the first dedicated, sustainable, luxury children’s fashion brand determined to deliver fully looped circular offer. We publicly shared our view of ‘True Circularity’ in this sector. However, transforming the fashion industry isn't something we can do alone. That's why we focus on forming lasting partnerships with brands that share our values, offering Resale as a Service. This allows their customers to experience a more sustainable, circular shopping journey.
We are developing a comprehensive solution that will integrate both B2B and B2C circular economy initiatives into a unified, open-source ecosystem. Our goal is to establish new standards in this space by focusing on the following key objectives:
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Creation of a future-proof platform: The platform will be open-source, scalable, agile, resilient, and modular, designed to adapt and evolve. It will enable others to leverage, enhance, and build upon its foundational components, driving innovation and growth across the industry.
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Revolutionizing the online shopping experience: We aim to deliver a seamless, sophisticated online shopping experience that goes beyond leading platforms like Thrift. Our platform will offer deeper, more enhanced features that prioritize user experience.
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Leveraging cutting-edge technologies: By incorporating the latest in AI, VR, and AR, we will create an immersive virtual shopping experience, all while minimizing the environmental impact.
This initiative reflects our commitment to investing in the future, setting new benchmarks for innovation and sustainability in the circular fashion industry.
OUR PERSPECTIVE ON FULL CIRCULARITY IN LUXURY CHILDREN'S FASHION
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OUR 10 CORE VALUES & PRINCIPLES
The Core of Our Business and Existence
At the core of our business is a deep commitment to sustainability, quality, and the well-being of future generations. We believe that fashion for children should be as thoughtful and nurturing as the care we provide them.
What binds us together is the belief that sustainable choices today will shape a better tomorrow. We are dedicated to full and proper circularity, ethical operation, and quality curation that ensure our products last—through playtime, adventures, and memories.
Our passion for environmental stewardship and responsibility fuels every decision we make, from design to delivery.
More than just another luxury fashion brand, we are a movement for change.
We aim to inspire families to make conscious choices, knowing that every purchase can positively impact the world. This purpose is the glue that holds us together, guiding us in our journey to bring luxury, affordable, sustainable fashion for children—fashion that’s kind to both the Earth and the little ones who wear it.
1. A Truly Sustainable Mindset
A Truly Sustainable Mindset: We are dedicated to promoting environmental sustainability by prioritizing the reuse, recycling, and upcycling of clothing to minimize waste and reduce our carbon footprint. We already allow customers to sell their purchased items back to us, and we are looking into a creating a resale function in the near future.
2. Putting our planet and people over profit
We uphold the highest standards of quality in the products we offer, ensuring that every item sold through our platform meets our criteria for authenticity, quality, affordability and reusability/resale ability. Whether you buy or sell with us we ensure we are open, honest and fair. We offer everyone a competitive price, so they can rest assured and know they are getting the best value for their pre-loved designer wear.
3. Transparency
We believe in transparency and accountability throughout our supply chain, from sourcing items to the delivery process, to ensure that our customers can make informed decisions about their purchases.
4. Community
We foster a sense of community among our customers, partners, and stakeholders, promoting dialogue, collaboration, and shared values that support our mission of promoting circular fashion and sustainable practices.
5. Innovation
We embrace innovation in design, technology, and business practices to drive positive change in the fashion industry, constantly seeking new solutions and approaches to enhance sustainability and reduce environmental impact.
6. Ethical Practices
We are committed to upholding ethical standards in all aspects of our business, from fair labour practices to responsible sourcing, ensuring that the people and communities involved in our business processes are treated with dignity and respect.
7. Education
We believe in the power of education and advocacy to raise awareness about the importance of circular fashion and sustainable consumption, empowering individuals to make conscious choices that have a positive impact on the planet..
8. Diversity & Inclusion
We celebrate diversity and inclusivity in all its forms, embracing different perspectives, backgrounds, and experiences to create a more vibrant and equitable fashion community.
9. Continuous Improvement
We are dedicated to continuous improvement and learning, always seeking opportunities to refine our processes, expand our knowledge, and adapt to evolving best practices in sustainability and circular fashion
10. Customer Experience
We are committed to providing an exceptional customer experience, offering personalized service, timely communication, and a seamless shopping experience that reflects our values of sustainability, quality, and community.
LET'S TALK SUSTAINABILITY & CIRCULARITY
We’ve become hooked on Brittany Sierra’s podcast series, 'Green Behavior.' If you haven’t tuned in yet, it’s essential listening for anyone dedicated to promoting sustainability in the fashion industry.
Like Brittany over the past few months, we’ve delved into the websites and social media of secondhand platforms, resale businesses, and everything in between. From mass-market brands to luxury labels, tech platforms, repair services, and retailers promoting circular solutions, we’ve looked at them all.
The conclusion? It’s essentially the same narrative, just tailored differently for each brand or audience. The tone and branding may vary, but the core messaging is nearly identical. It’s as if everyone is reading from the same playbook with a simple CTRL+C & CTRL+V.
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Highlight the environmental problem, sustainability angle and case for change
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Position [Brand Name Here] as the solution or offer
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Emphasize the Scale and Impact of their offer, usually via an impact report
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Share Educational Initiatives or sustainability tips
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Throw in Buzzwords, a Dash of Greenwashing and some clever tech (i.e. integrated impact calculators)
And there you have it—another circularity/sustainability business in a nutshell. It’s logical, sure, but after seeing the same messaging repeatedly, it becomes predictable—and frankly, dull. Eventually, consumers start to tune it out.
If brands want to transform their mission into a movement, they need to break away from the standard script. As more businesses enter the circular fashion space, how you communicate about circularity is as important as the solutions themselves. To stand out, you need fresh, compelling storytelling that captures consumers’ attention and fosters genuine connections.
At Designer Kids Club, we’re determined to be different. We’re not here to recycle the same tired message. Instead, we’re building a complete ecosystem for true, full-circle circularity. For us, circular fashion isn’t just a trend—it’s part of a broader circular economy rooted in waste reduction, resource conservation, and sustainability.
We aim to implement the principles of the circular economy directly within the children's fashion industry, with the goal of prolonging product lifecycles by keeping them in circulation for as long as possible. By reimagining the way clothing is consumed and owned, we can significantly advance sustainability, creating a future where waste is reduced and resources are conserved.
LESS TALK...MORE ACTION
Our policy outlines our dedication to sustainability across all aspects of our business.
1. Circular Fashion and Preloved Philosophy
Our core business model revolves around the concept of circular fashion. By offering pre-owned luxury children's clothing, we:
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Extend the life cycle of garments: We ensure that premium-quality children's clothing finds new homes, reducing the demand for new production and minimizing textile waste.
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Reduce consumption: By encouraging the reuse of clothing, we help reduce the environmental impact associated with fast fashion, such as excessive water usage, harmful emissions, and depletion of natural resources.
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Encourage mindful purchasing: We promote thoughtful, sustainable purchasing behaviours by showcasing the value of preloved items.
Key Achievements
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We have put over 5000 children's & baby items back in use.
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Served over 1000 customers in 30 different countries, many of whom are using the whole looped offer.
2. Eco-Friendly Packaging
At Designer Kids Club, we are committed to minimizing our environmental footprint through eco-friendly packaging. All of our packaging materials are:
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Recyclable and biodegradable: We use materials that can be easily recycled or naturally break down, ensuring minimal harm to the environment.
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Plastic-free always: We actively work to eliminate single-use plastics from our packaging processes.
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Reusable: Our packaging is designed with reuse in mind, allowing customers to repurpose boxes and materials for storage or returns.
Key Achievements
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All our packaging is recyclable or biodegradable.
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In the future we plan to use Boox boxes. A recent Life Cycle Analysis (LCA) proved that using Boox Boxes reduces environmental impact by 70% at scale. Find out more by visiting https://boox.eco/.
3. Ethical Sourcing and Partnerships
While we primarily focus on preloved items, when partnering with brands or sourcing new products, we ensure:
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Sustainable and ethical production: We collaborate only with brands that align with our sustainability values, ensuring they follow fair labour practices and environmentally responsible production methods.
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Organic and eco-friendly materials: We actively try and source items that that are made from organic or sustainably sourced materials, ensuring minimal impact on the environment.
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Small, slow production runs: We support luxury brands who focus on limited production runs to avoid overproduction and reduce excess stock that might contribute to waste.
Key Achievements
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Developed POSTIVELY DKC FOR RETAIL: POWERING B2B RESALE FOR BRANDS.
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Makes it easy for customers to give their clothes a second life, facilitating takeback and resale services for brands end to end.
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Plan to go live with Raas Feb 25.
4. Reducing Carbon Footprint
We are dedicated to reducing our carbon footprint across our operations, including:
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Green shipping initiatives: We offer carbon-neutral shipping options and work with logistics partners who are committed to reducing emissions.
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Energy-efficient practices: Our business operations strive to reduce energy consumption, from using renewable energy sources where possible to optimizing supply chain logistics for efficiency.
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Minimalist office environment: We minimize office waste through digital communication, paperless transactions, and energy-efficient systems.
Key Achievements
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Partnered with Royal Mail the UK’s greenest* delivery option for letters and parcels based on average gCO2e emissions per parcel delivered by UK parcel operators. Find out more by visiting https://www.royalmail.com/sustainability
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All our operations are powered by Scottish powers domestic green tariff. which provide 100% green electricity generated from their own windfarms here in the UK. Find out more by visiting https://tinyurl.com/st67khac
5. Community Engagement and Education
We believe that sustainability is a collective effort. We are committed to:
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Educating our customers: Through our blog, social media channels, and community outreach, we share tips on caring for preloved clothing, reducing waste, and living sustainably.
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Collaborating with like-minded organizations: We partner with charities, environmental organizations, and educational institutions to promote sustainable fashion and responsible consumption.
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Hosting take-back and donation programs: We provide customers with opportunities to return items for resale, swaps, or donate to children in need, helping to extend the garment lifecycle even further.
Key Achievements
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Hired a dedicated social media manager who managed to catapult our online presence and educating our consumers.
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Launched Positively DKC. A new initiative by which customers can give back, sell, or consign with us.
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Started to explore integrations of local repair hubs, rental models to offer fully looped circularity.
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Started to develop Global strategic partnerships with luxury brands and boutiques to advance our B2B offer.
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Scoped out cross sector collaborations to help tackle our collective challenges. (Pipeline 2025)
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Scoped out conducting an impact assessment. (Pipeline 2025)
6. Continuous Improvement and Transparency
Sustainability is an ongoing journey, and we are committed to:
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Constant evaluation: We continuously assess and improve our sustainability practices to adapt to new technologies, methods, and customer needs.
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Transparency: We maintain clear communication about our sustainability goals, initiatives, and progress, holding ourselves accountable to our customers and the planet.
Key Achievements
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Publicly shared our view on children's fashion circularity and inviting brands, partners, and consumers to engage.
CLOSING REMARKS
At Designer Kids Club, our vision is to create a future where luxury and sustainability coexist harmoniously. By providing high-quality, preloved children's clothing, we proudly advocate for responsible consumption and strive to minimize our environmental footprint.
We are entering an exciting new phase of growth, aiming to become the leading name in sustainable, preloved luxury apparel for children. Our business thrives on a profound understanding of our customers, emphasizing passion, love, and meticulous attention to detail in everything we do.
This marks just the beginning of our growth journey, with much more to unfold. Together with our community and partners, we can pave the way for a more sustainable world for future generations.