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Our Story
DESIGNER KIDS CLUB
ONCE UPON A TIME...
In a bustling city nestled between rolling hills and azure skies, there lived a young woman named Ve'ronika. Ve'ronika had always been passionate about luxury fashion, but as she grew older and became a mother her love for stylish attire began to intertwine with her concern for the environment. She couldn't ignore the environmental impact of fast fashion and the implications of her shopping habits. One winter evening she sat next to fire and started to watch Sir David Attenborough’s Planet Earth docuseries and the BBC series the price of fast fashion. She was alarmed by the facts of global pollution and the harmful effects of fast fashion on the planet. The more she delved into the subject, the more determined she became to make a difference and change the model. Armed with knowledge and fuelled by passion, Ve'ronika decided to embark on a journey to revolutionize the way she and others perceived and shopped for luxury, designer childrenswear. She set off to create her own business cantered around circular fashion. Equipped with her vision and a relentless spirit, she started by exploring designer retail stores, online markets, and vintage shops, scouring for luxury hidden treasures waiting to be rediscovered. With each find, Ve'ronika's excitement grew. She marvelled at the quality and craftsmanship of preloved designer garments, each piece telling a story of its own. From elegant dresses to timeless accessories, Ve'ronika saw potential in every thread and button. Leicester, a city known for its historic leading clothing manufacturing sector, progressive and environmental mindset, provided Ve'ronika with the perfect canvas to paint her vision. She started small, posting online and contributing to awareness campaigns to help educate her community about the importance of sustainable and circular fashion. Through engaging discussions and hands-on activities, Ve'ronika demonstrated the beauty of circular fashion - a harmonious dance between luxury fashion and environmental responsibility. As the days passed, Ve'ronika influence spread far and wide. She collaborated with local designers, fashion stylists and social media influencers to promote the use of recycling and upcycling old designer clothing. Her friends eventually encouraged her to create a business to help tackle the lack of options for pre-loved children's designer wear.
And Designer Kids Club was born…
Inspired by this idea Veronika launched her online platform, "Designer Kids Club." She envisioned a space where individuals could not only shop for sustainable fashion but also contribute to a movement that valued creativity, longevity, and conscious consumption. Designer Kids Club quickly gained traction as she poured her heart and soul into curating a col-lection of preloved designer childrenswear, carefully selecting pieces that embodied style, so-phistication, and sustainability. Her dedication to quality and authenticity resonated with cus-tomers who shared her passion for fashion with a purpose. As Designer Kids Club flourished, Veronika expanded her reach, collaborating with local artisans, eco-conscious designers and luxury childrenswear retailers to create exclusive pre-loved col-lections. Boutiques started stocking Veronika's curated collection, showcasing the elegance and chicness of sustainable fashion. She hosted workshops and events, inviting the community to join her in embracing the beauty of circular fashion. People began to see that being environ-mentally conscious didn't mean sacrificing style; it meant embracing creativity and making a positive impact on the planet.
OUR VISION
"The future of fashion is circular and we aren’t stopping until we make children's designer fashion come full circle"
With each sale, Veronika felt a sense of pride knowing that she was not only offering exquisite fashion but also championing a cause she deeply believed in. Through Designer Kids Club, she was proving that luxury style and sustainability could coexist, inspiring others to rethink their relationship with clothing and the planet.
As the seasons changed and Designer Kids Club, continued to thrive, Veronika's dream of a more sustainable fashion industry grew closer to reality. With each stitch, each sale, and each smile, she knew that she was making a difference—one garment at a time. Veronika’s passion had not only created a cultural shift but had also inspired a new generation of eco-conscious individuals. Circular fashion became a way of life for many, with people eagerly participating in recycling, upcycling and reusing luxury childrenswear, breaking free from the destructive cycle of fast fashion. And so, Veronika’s story became a testament to the transformative power of passion, persever-ance, and purpose. In a world filled with fast fashion and fleeting trends, she remained a bea-con of hope, illuminating the path toward a brighter, more sustainable
OUR JOURNEY HERE
2018-
The beginnings
It all started with a huge box of Ralph Lauren pre-loved items we brought from a sustainable seller in the USA. We managed to sell the lot in less than a week. This was the start of our success story.
2019
Evolving
As our social media customer base grew we reached a new milestone. Selling over 1k pre-loved designer items worldwide.
2021
Expansion
We moved into a larger property in order to continue to grow the business. We also developed a new business model which; buying back from our customers, selling more luxury brands and sourcing for our VIP clients.
2023
Scaling Up
With an extensive customer and seller network we wanted to step up the game. We wanted to become 🇬🇧 THE UK'S FIRST DEDICATED CIRCULAR CHILDREN'S LUXURY APPAREL RETAILER . So we reinvented the children's designer preloved shopping experience. We worked tirelessly to continuously develop and evolve our mission and started to develop our offer and our website.
2024 & BEYOND
DKC has entered a new phase of growth, we aspire to become the leader in preloved children's designer apparel. Our business is fuelled by a deep understanding of our customers, with a focus on passion, love, and attention to detail in all aspects of our work. This is only at the beginning of our growth journey, and there is much more to come.
2024 Highlights;
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Proud to market ourselves as 'THE UK'S FIRST DEDICATED CIRCULAR CHILDREN'S LUXURY APPAREL RETAILER'.
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Hired a dedicated social media manager who managed to catapult our online presence.
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Exhibited at the John Lewis & Partners Mother & Baby Event.
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Invited to feature at the renowned 'The Good Clothes Show' an epic three-day fashion event taking place at Birmingham's world-famous NEC, from Friday 20 to Sunday 22 September 2024.
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Introduced a 'free buy now pay later' option for our customers to access.
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Developed a intellectual property notice & takedown process to ensure we continue to protect brand IP, copyright and trademarks.
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Launched Positively DKC. A new initiative by which customers can give back, sell, or consign with us.
In the pipeline:
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Further develop our brand and offer, including launching our rent and repair offer.
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Market positioning - we are here to stay.
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Advance our brand ambassador programme.
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Partner with luxury brands and small niche boutiques developed on B2B offer.
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Collaborate with various charities and sustainable fashion organisations to help tackle our collective challenges.
We want to:
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Educate and empower our community to make more informed choices, helping them to understand the case for investing in high quality, longer-lasting, and more affordable pre-loved luxury fashion.
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Enrich our community to support a cultural shift, inspiring a new generation of eco-conscious individuals. With circular fashion becoming a way of life for many, with people eagerly participating in recycling, upcycling and reusing luxury childrenswear, breaking free from the destructive cycle of fast fashion.
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We dream of a collective and collaborative circular fashion utopia that materialises and ripple effects to reach beyond our borders. Our community constantly inspires us – and we work hard to do the same. That means taking a stand when we need to, sharing the knowledge that inspires us, and celebrating every win.
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We can’t change the fashion industry on our own. It is only by sharing the responsibility of protecting our planet can we redefine the way fashion is produced, consumed, and valued, creating a more sustainable and inclusive future for all.
YOUR STAMP OF APPROVAL
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