There are 183 million items of perfectly good outgrown baby clothing stored away unused in UK cupboards alone. That’s enough for 250 items per newborn baby per year.​

Babies grow 8 clothing sizes by the age of two. This means huge amounts of nearly-new baby clothing getting landfilled, burned in the incinerator or stored away and forgotten.

There are on average around 750,000 babies born in the UK each year. If all those babies wore at least 1 pre-used baby grow we could save 320 tonnes of carbon and 600 million litres of water.

As well as helping to protect the planet by reducing waste and saving carbon and water, renting rather than owning baby clothes will save YOU money, storage space and time.

Hi, I’m Jenny Barrett, the founder of SuperLooper. I love clothes and loved dressing my kids in all the cute baby stuff, but I also hate the idea of feeding the landfills and incinerators just to satisfy my shopping habit. 

After running a baby and children’s clothing company for several years, I got to thinking that, organic or not, I was just adding to the problem of over-consumption. I heard able the circular economy which is all about keeping good things in circulation for as long as possible, if not forever! This means new production with all its carbon emissions and pollution will be less necessary. 

Meanwhile, like many mums, I’d treasured and hoarded my own babies’s clothes – I was emotionally attached to them and didn’t have the time, inclination or opportunities to clear them out. I knew how daft this was getting when I found I had a cupboard full of outgrown treasures and, having had my third child at the age of 44, I wasn’t about to have more babies to pass them on to! It didn’t take much imagination to realise that this was the same for countless families, as proved by Hubbub Foundation’s finding that there are 183 million items of redundant outgrown baby clothes stored away in UK cupboards alone – CRAZY! 

So, with the help of an army of fashion industry, marketing and tech angels and lots of wonderful Brighton families, we tried and tested ideas to create a lending library service to rent, recycle and re-use hardly worn baby clothes. Inspired by the circular economy and ABBA, SuperLooper CIC was bjorn in 2020 with a massive focus on people and planet before profit. 

Thanks to the generosity of mums, dads, grandparents and sustainable brands doing a conscious clear-out of their cupboards we now have a growing library of over 2500 beautiful baby clothing ready to be rented by YOU! 

Come and join us as we make a brighter future for our babies and ensure that keeping lovely clothes in the loop for longer becomes a no-brainer for all.