Can we reduce waste in baby clothing? YES WE CAN!!

Meet Jenny, mum of three living in Hove and fashion retailer. And now a campaigner for the slow fashion movement in childrenswear. In this guest post, she tells us all about Super Looper, a brand new community designed to reduce waste in the baby clothes sector AND how you can get involved.

“I started my business SuperNatural Collections producing organic baby and childrenswear about 10 years ago. I use organic cotton and other eco fabrics like bamboo and modal (made from beech trees) and sell mainly online.

Did you know that there are 183 million pieces of outgrown baby clothing stored and doing nothing in UK homes – enough to provide 250 items for every UK baby born each year?  How ridiculous is that?  Together we need to do something about this!

A couple of years ago I was introduced to the term ‘circular economy’.  Basically, this is about extending the useful life of a product instead of chucking things on the landfill and wasting precious resources and MONEY!  Since then I’ve been developing an idea to reduce the waste that happens in baby and maternity clothing and has been communicating with Brighton parents through focus groups where they share their thoughts and eat yummy homemade cake! I’ve also had assistance from UnLtd who help social enterprises get up and running and have been on fantastic courses run by The Green Growth Platform and The Platform in Brighton.

As we all know, babies grow at a rate of knots – doubling their size in year one. How many times have you had the moment when you go to dress your baby in that lovely garment that your friend gave you, only to find that baby has already outgrown it!!  How about if you were able to lease the garment for just as long as your baby needs it and then give it back to be beautifully cleaned and prepared for another baby whilst you receive a lovely new garment in the next size up.  As well as taking some of the guilt out of over-shopping you’ll be saving waste, saving money and saving room in your cupboards!

The SuperLooper community will also provide parents with a network of like-minded friends and with tips and information for the latest hacks in moving towards a more zero waste lifestyle. Nobody has to be perfect, but if we can get together to make a difference and have some fun along the way – Why not?

I’m now at the stage where I need to speak to parents again and talk about the developed idea.  I’m holding focus groups in and around Brighton in October and November.  The first one is at The White Cliffs Café in Saltdene, 11 am on the 11th Oct. There will be one in Hove on the 15th October and then Brighton, Eastbourne and Lewes in November (times and venues TBC).

I’m hoping that our wonderful Brighton community is going to get behind this idea because I truly believe that together we can make a difference.  Please contact me for further information about the groups




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About Claire Jones-Hughes

Founder and co-editor of, Claire has been blogging since 2009. She has posted on a variety of sites including The Argus, The Huffington Post and The Guardian's Comment Is Free. Known as The Contented Mummy on social media, she is dedicated to honest, unsponsored blogging so that parents can benefit from shared experience. Can also be found at - sharing her journey to health & wellness.

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