Good practice

Baby clothes subscription model in Denmark

Baby clothes subscription model in Denmark
© Alina G, image #138991255, 2017, source:
Energy, Materials, Water, Waste, Carbon
Textile and clothing, Wholesale and retail
Medium cost
Annual saving:
10 - 80%
Payback time:
1 - 2 Year(s)
Total cost savings:
Significant savings for users of the service; benefits for the environment of recycling and sharing economy; cost-savings for clothing producer using recycled materials
Premises and operation areas:
Product and design
Size of company:
Micro (less than 10)
Advancement in applying resource efficiency measures:

Baby clothes for the sharing generation

  • Innovative baby clothes subscription and sharing system saves resources
  • Reusing and ultimatley recycling clothes is at the heart of the circular economy 

Circular economy thinking is the cornerstone of the Danish baby clothes brand Vigga. Baby clothes like romper suits that end up in the attic after only a few wears waste money and valuable resources. Vigga came up with a sustainable solution: a subscription service for baby clothes.

Subscribers to the service receive a package of selected clothes items in the baby's size. As the child grows, these items are replaced with new Vigga packages. The smaller sizes are typically for shorter periods before being returned; the older the child becomes, the longer the time between packages. It all depends on the specific needs of each customer, and it only takes a click on the screen and a visit to the mailbox to receive the next size!

Key benefits

A further benefit of the system is that each piece is designed with reuse in mind, and the clothing has been tested to last for the circular business model. The clothing is therefore long-lasting and made for multiple users. Once the clothes are worn out, they are then reused to produce new products, so nothing is wasted.

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