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How to Build a Circular Economy for Kids’ Clothes

with Laura Roso Vidrequin

Meet Laura, a former buyer for Moda Operandi & Net A Porter. She is now the founder of Kids o’clock, her own pre-loved marketplace last year, focused on renting and recycling clothing for children and babies.


KIDS’OCLOCK – WHERE DOES IT COME FROM?

Laura has a true passion for archival pieces: Dior in the 50s, Saint Laurent in the 70s. She always looks into the dialogue between past and future when it comes to clothes.

Second-hand platforms she uses:
The Real Real
Vestiaire Collective


CHALLENGES IN KIDS’ SECOND-HAND
  • Supply in kids’ clothes is tough.
  • Sensitivity when it comes to the garrment itself > it was owned and worn by their kid.
  • Prices: parents always think that it is worth more because it was their kids’

KIDS’OCLOCK CUSTOMER PROFILE

Second-hand afficionados, newbies and even Dads!


SHIFT TO SECOND-HAND

Read all about Kering’s investment in Vestaire Collective here.

What has changed in fashion to create that shift towards second-hand according to Laura?

  • Educational VS transactional
  • Brands have recently realised that they have a role to play > example of McQueen and Vestaire.

LAURA’S INSIDER TIPS

How to buy vintage?
1. Start with a silhouette
2. Divide in pieces
3. Build a wishlist

Where to go in London?
Portobello Road towards Golborne Road.