Designer Kids Club began with a personal truth.

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As a lifelong fashion lover and mum of two, one eco-warrior and one mini style icon, I found myself stuck in a cycle I couldn’t ignore: buying beautiful, high-end clothes for my children, only to watch them outgrow those pieces after just a few wears.

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These weren’t just clothes.

They were memories, stitched into Fendi, Moncler, and Burberry, now left sitting in storage or headed for landfill. The waste didn’t feel right. The system didn’t make sense. There was no circular model built for the way children grow. It wasn’t just outdated. It was broken.
And no one was fixing it.

So I did.

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I fell in love with fashion at a young age for its elegance, creativity, and ability to tell a story. But motherhood changed my perspective. I saw the emotional value in every garment. I saw missed opportunities in every outgrown piece. And I saw a glaring gap in the circular fashion space where children were excluded, even though they’re the ones who will inherit the planet we leave behind.

So I started building something better.

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Designer Kids Club is reimagining the lifecycle of luxury childrenswear through a smarter, more connected and family-first circular fashion model. We’re not following the typical resale playbook. We’re rewriting it through the lens of childhood — a world where play, sharing, growth and storytelling come naturally.

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What we’re building goes beyond clothing.

It’s about connection. It’s about reducing waste with meaning. It’s about families managing wardrobes with intention and children growing up knowing that fashion can be joyful, thoughtful and planet-friendly.

We're also building a movement.

One that empowers young changemakers, schools and communities to lead the shift toward a more conscious, circular future.

I started Designer Kids Club while working full time. What began as personal frustration has grown into a full-scale mission to blend tech, sustainability and storytelling into a brand that redefines what fashion can be.

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From passing down favourite pieces to building tech that helps brands and families resell smarter, we’re here for all of it:
The clothes ✨. The creativity. The chaos 🙃. The community ❤️.

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Because we’re not just dressing children.
We’re designing a world where luxury has purpose, sustainability has style, and every wardrobe tells a better story.

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We believe children are the future.
So we’re creating circular fashion that’s finally made for them.