Denim is the first arrival in Kidly’s new trans-seasonal range, which expands the current daywear offering.
Kidly is expanding its own-label – Kidly Label collection – with its first eco denim range. Designed to complement the existing range, the six-piece collection has been months in development with the in-house design team.
Made from low-impact, mid-weight, super soft cotton denim, each piece is crafted with kids in mind, is comfortable to wear and has extra growing room.
In line with Kidly’s eco-focus, the new collection is certified Low Impact under EMI (Environmental Impact Measurement) benchmarking, which means less water, less energy and fewer chemicals are used in the manufacturing process, as well as being made from sustainable cotton.
The new collection offers Kidly customers a brand new category to shop and builds upon the success of previous Kidly Label collections. Kidly Label now accounts for 40% of Kidly’s revenue.
Head of buying, Helene Challot, commented: “‘Our new denim collection combines modern style with sustainability, something we know is important to our customers. Typical denim production is very energy intensive, so we’re pleased to be able to bring a low impact option to the kids’ market at an affordable price-point. Sustainability is more than just the fabrics we use, it’s also about ensuring our manufacturing processes are efficient and planet-friendly too.”
Kidly founder and ceo, James Hart continued: “We’re excited to bring Kidly Label denim to our customers. Denim has been a missing piece of our daywear offering, but getting both the design and the eco creds spot on has taken time. It takes a lot to get kids out of their comfy leggings and we hope that this collection, which is made for play, is soft enough to do just that.”
