KIDLY launches first children’s denim collection

Online retailer KIDLY has launched its first children’s denim collection, consisting of six pieces for 1-7 year-olds including jeans, dungarees, a denim overshirt, a quilted ‘shacket’, a denim pocket dress and a jumpsuit, retailing from £26.

Designed to complement the existing KIDLY Label daywear range, the collection is the culmination of months of development by the brand’s in-house design team, made from "low impact, mid-weight, super-soft denim", with an emphasis on comfort and "extra growing room".

The collection falls in line with the brand’s eco-focus and is certified Low Impact under the Environmental Impact Measurement (EIM) benchmarking, which means using less water and energy, as well as fewer chemicals, in the manufacturing process. It is also made from sustainably sourced cotton.

James Hart, Founder & CEO at KIDLY, said: "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."

Helene Challot, Head Of Buying at KIDLY, said: "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."