The Wardrobe to Narnia is a sustainable business concept for children’s wear. Parents do not only care a lot about their children’s appearance when buying clothes but are also very conscious in regard to the quality of the garments their children are wearing. A recent study conducted by Greenpeace gives insight in the buying behavior of parents and their opinion to second hand children´s clothes.
As shown in the graphic below the most important aspects when purchasing children’s apparel are that the clothes do not contain hazardous chemicals, have a good quality and are durable. Babies and children grow very fast. Especially in the first year the infant’s body height can increase by around 12 cm and children keep growing through their first years of life. Due to the fact that children can only wear their clothes for a very limited amount of time, caring about high-quality and chemical-free clothes can become very expensive and frustrating for parents. This is why a lot of parents are interested in buying second hand clothes for their infants, toddlers and children, according to the Greenpeace study. The Wardrobe to Narnia tackles this issue in a very sustainable way. Thanks to The Wardrobe to Narnia parents can still benefit from chemical-free, high quality children’s clothes without spending a horrendous amount of money on it. The Wardrobe to Narnia is the first clothing library specialized on children’s wear in Sweden. Under the slogan “Rent and stay on trend!” parents can lend children’s clothes for as long as they fit their kids. Thus, The Wardrobe to Narnia is a unique and sustainable business concept aiming at fashion- and eco-conscious parents of infants and children up to around ten years old. The assortment of The Wardrobe to Narnia consist of well-preserved second hand and new clothes from responsible and child-oriented brands. This brands can be either well-established or new on the market. The Wardrobe to Narnia both collects very well-preserved second hand clothes from their members and buys new clothes. The range of garments at The Wardrobe to Narnia covers day-to-day wear with the exception of underwear and rompers as well as clothes for special occasions.
