The challenges and wins of going circular.
JoJo Maman Bébé officially partnered with thelittleloop last August to launch JoJo Reloved, meaning more quality clothes recirculated, less waste, and an easier way for parents to do their bit. We caught up with Mark Wright (JoJo’s CEO) and his team to chat about their practical approach to sustainability, the real challenges of going circular, and how Reloved fits into their future plans.
How Sustainable Is Children’s Clothing Really?
You know, when we talk about sustainability in kids’ clothes, we hit a pretty unique problem straight away: kids grow FAST. Like… really fast. Babies especially, blink and suddenly nothing fits anymore. So even if you buy the best-made pieces, they might only be worn a handful of times before they’re outgrown. And that means a lot of barely-worn clothes piling up in cupboards everywhere.
At JoJo, we’ve always said our clothes are too good for just one childhood. We design them carefully, soft, comfy, wash well, last well, with the hope they’ll be passed down: sibling to sibling, friend to friend, cousin to cousin. And now, through our Reloved take-back scheme with thelittleloop, they can keep going even further.
So… How Does a Brand Actually Reduce Clothing Waste?
Honestly, it starts way before anyone even buys a garment. Right at the design table.
We think about the fabric, the details, the durability all the bits that help a piece last as long as possible and feel great to wear.
Designing Clothes That Really Last
Every JoJo piece starts with, “Will this still feel great for the next child? And the next?”
That’s why we use things like:
GOTS-certified organic cotton
Recycled materials in outerwear, swimwear and plush toys
FSC-certified wood in toys
We want our clothes to be genuinely long-lasting, the type you pull out of a drawer for baby number two and think, “Yep, still perfect.”
JoJo’s team at thelittleloop warehouse.
Where Do Consumers Fit In?
Honestly? Everywhere.
Brands can design well and offer take-back schemes, but the magic of circular fashion only works when parents join in.
Every time someone repairs a JoJo jumper, passes on a dress, donates a sleepsuit, or sends a bag to Reloved instead of binning it… that’s circularity in action.
And we’ve seen so much enthusiasm already, our community has always loved JoJo on the second-hand market, so Reloved just makes that whole process even easier.
Circular Models Aren’t Always Simple
Parents are busy. Exhausted. Running on snacks and caffeine.
So the idea of photographing, listing, messaging, posting… it’s a lot, right?
That’s why working with thelittleloop has been such a game changer.
Just fill a bag, send it and boom, sorted!
Their whole thing is: no listing, no haggling, no faff.
Behind the scenes though, it’s a LOT of work: sorting, checking, reselling, donating. But both of our teams are constantly trying to make it smoother, simpler and more intuitive. Eventually, circularity shouldn’t feel like an “extra” step, it should just be part of buying kids’ clothes.
A Peek Behind the Curtain: Reloved at JoJo
Reloved isn’t just a
“nice to have”
It's a real, meaningful shift in how we operate and how we care for both our customers and the planet.
Working with thelittleloop has helped turn our long-standing values into something practical and impactful.
Since our launch back in August 2025, the response has been incredible.
We’ve already had:
Over 1,000 individual items sent back
75 clear-out bags registered
Huge love on social media 189,000 views+
Press coverage in Drapers, The Industry Fashion, Retail Gazette and more
It’s been amazing watching families embrace the idea that JoJo clothes get to live more than one childhood.
Looking Ahead: JoJo in 2026 and Beyond
Let’s be honest: fashion has a big environmental footprint. But every step toward circularity matters.
For 2026 and beyond, we want to:
Save even more clothes from landfill
Expand our use of better, lower-impact materials
Train our teams in circularity
Improve our data so we can measure our progress
Keep building Reloved so JoJo clothes never have to go to waste
Our dream? JoJo clothes being cherished, reused and Reloved for years to come.
