We are trying our best to build a business that gives our customers choice in how they shop so that it benefits them without compromising the planet. Our ethos is that we offer quality, longevity and sustainability, working towards a circular economy.
Mission Statement
Our Mission is to reduce baby clothing waste. We aim to do this by keeping clothes in optimum condition so they can be rented to multiple families. Renting is a sustainable alternative to buying, and our concept aims to make renting baby clothes as easy as buying them.
Sustainable Development Goal
We aim to work within the framework of the United Nations Sustainable Development Goals (SDG) with a specific focus on SDG 8 – Decent Work and Economic Growth and SDG 12 – Responsible Consumption and Production.
The Sustainable Development Goals are the blueprint to achieve a better and more sustainable future for all. They address the global challenges we face, including those related to poverty, inequality, climate change, environmental degradation, peace and justice.
Closing the loop
Babies outgrow their clothes very quickly so instead of buying baby clothes we want to make renting them as easy as shopping to buy. We are growing our collection of premium baby brands to offer a wide range of clothes to choose from, and will look to expand our standalone offer of more expensive and seasonal items such as knitwear, outerwear and sleeping bags.
We care about where we get our baby clothes from because the textile industry is a main contributor of world pollution mainly caused by the processes used in textile development.
Organic cotton
Organic cotton is a sustainable choice and has many benefits over conventionally grown cotton, BUT…It is impossible for consumers to tell the difference just by looking at a garment, and any brand can claim to be selling organic clothing.
For this reason, we source products that are certified by GOTS, the Global Organic Textile Standard, from brands that have sustainability as part of their ethos.
GOTS is widely recognised as the leading textile processing standard for organic fibres, including ecological and social criteria, backed up by independent certification of the entire textile supply chain. The standard tracks the supply chain ensuring that the organic fibre is passed from each partner and supported by a Transaction certificate which indicates how much organic cotton has been transferred at each point along the supply chain from farm to our suppliers.
At the end of the process you can be confident that the final garment is made from organic cotton, which has been made using environmentally and socially responsible manufacturing. The entire production chain is controlled, avoiding the use of fertilisers, pesticides and other chemical agents harmful to human health.
Other fibres for babywear
We are interested in other fibres that have sustainable attributes, but not all have the circularity that can help close the loop.
Recycled polyester is made from post consumer waste, that is plastic bottles. While this is good use of discarded plastic, garments made from recycled polyester cannot be recycled again. We purchase these items for their longevity, so they can be kept in use longer, and are typically used in outerwear.
Items made from organic cotton and bamboo together have a super soft feel and are great for sensitive baby skin. Bamboo can be a very sustainable crop as it requires no fertiliser and self generates from its own roots, so doesn’t need to be replanted, however the manufacturing of bamboo into a fabric often requires a highly intensive chemical process which is not environmentally friendly. Our supplier uses a process that ensures non-toxic chemicals are used and uses a closed-loop process (so they can be used again). This is crucial to sustainability as it means that no chemicals are released into ecosystems and biodiversity is maintained. Additionally the organic cotton that is used in their signature bamboo and organic cotton fabric is certified by the Organic Content Standard which verifies the amount of organic content in the final product.
Mixed fibre compositions are also harder to recycle as the different fibres have to be split out, so wherever possible we try to offer garments made from one fibre.
Our collection aims to offer garments that meets the needs of our customers, and while it may not be possible to tick every box, we are working hard to offer clothing that respects the planet.
Laundering baby clothing
We started with a local laundry service and in 2022 we partnered with Oxwash, a sustainable garment cleaning company. Our baby clothes are cleaned using a super gentle, wet cleaning process that emulates delicate hand-washing with mild, hypoallergenic detergents that are suitable for delicate baby skin. They also transport our laundry using zero emissions electric cargo bikes. All items are 100% quality check by us on receipt before being put in sealed storage ready for despatch.
Our priority is that the items offered to you are in great condition, clean, hygienic and fit for purpose. Our clothes will be cleaner than ones you pick up off a rail in a shop.
Packaging babywear
We had planned on using good ‘used cartons’ secured with a Qookeee® branded recyclable paper tape, however this option didn’t work for us. After months of looking at different options and trials we sourced a material that met our ethos of quality and longevity and was also recyclable. Our Qookeee® box was made from Correx®, which was suitable for multiple trips, however when we monitored its condition over time we found it needed an outer bag to maintain its condition. But that didn’t work well either, we couldn’t find a packaging option that was reusable and recyclable, so in June 2022 we invested in the Versapak bag with a zip and clever tamper evident seal, and the bag could be used up to 2000 times. We still use the Correx boxes, internally for storage.
Babywear deliveries
Our preferred provider is Royal Mail, who are investing in making their fleet of vehicles more carbon neutral.
Reducing waste from baby clothing
We are always questioning what happens to an item, at the end of its life – is it recyclable, will it end up in landfill? This shapes our decisions in what we buy. Our goal is to close the loop by finding ways of using clothes so they don’t end up in landfill.
Repair
We will repair clothing to keep it in circulation and have introduced a Condition status for all items on the website. Not all repairs devalue the clothing and we always aim to offer clothing in an Excellent condition.
Upcycle
For clothes that have been damaged that we cannot repair, and are unsuitable for renting, we will first try and use them internally, or look at being creative by up-cycling, and who knows we may even be able to rent them again in a different form!
Recycle
We aim to send clothes made of 100% organic cotton to a mill so they can reuse the cotton fibre to re-manufacture it into fabric. This option is not currently common in the textile industry and the volumes required to do this may not be viable in reality. Additionally, all component parts would need to be made of cotton, and we do not have this level of information. Alternatively the components will need to be deconstructed, which is costly and not yet a realistic option.
Donate
As a last resort where upcycling and recycling is not possible we will donate the clothing to a local charity. We prefer that our clothing does not enter the textile centres recycling loop where clothing donated is sent overseas to be sold in third world countries and dumped in local markets.
Our babywear brands
Finally, a huge thank you to our wonderful brands without which Qookeee® would not exist. We have a diverse selection of brands, each with their own unique handwriting and all have been carefully selected. Our organic clothing comes from brands that work with a GOTS certified supply chain, which is a great achievement, such as the gorgeous Kite Clothing and the vibrant and fun Toby Tiger. We are pleased to be working with innovative brands that can extend the breadth of our product offer, such as Mori, with their luxurious super soft bamboo and cotton, and the fabulous Muddy Puddles, bringing us quality and longevity in their technical outerwear pieces made from recycled fabrics. We continue to seek out brands to partner with, to bring you great clothing, that considers the environment.