Edinburgh business takes baby steps to slowing the fast fashion frenzy

Based in the Capital, her family-run business Graceful Changes provides an affordable clothing rental service for babies and toddlers up to the age of three.

Through an online inventory platform, subscribers are granted access to a full wardrobe, allowing them to customise their clothing selection and exchange items as and when required.

The business has recently been awarded a grant of almost £20,000 from Zero Waste Scotland to support its nationwide expansion and its contribution to a circular economy.

“Fashion is the second most polluting industry in the world and we must change the way we shop and dress ourselves and our children to make it sustainable,” says Josefa. “At the same time, we want to ensure our service is enjoyable, convenient and cost effective for parents.” Having allowed her to take on a new staff member, she feels the funding will help to fulfil the venture’s true potential.

She also hopes the shift in shopping behaviour brought about by the Covid-19 outbreak will endure – with consumers making fewer, better quality purchases or choosing “pre-loved” items or rental where possible.

While the clothing rental concept is still in its infancy in the UK, Josefa has seen an increase in interest in the past few months. She says: “The pandemic has influenced our lives in many ways. Consumers turned to both online shopping and local shopping out of necessity during lockdown.

“Consumers were already becoming more aware of the devastating impact of fast fashion and what we have seen in the pandemic has highlighted the unethical working practices and environmental damage caused by the pursuit of cheap clothing.” www.gracefulchanges.co

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