There is a working summit on circularity in London next month, with roundtables on resale, takeback, digital product passports and the economics of it all. Maternity, baby and children's product has every structural advantage the conversation needs. We are in the room. We are just not loud enough in it yet, and that is worth changing.

Children grow out of clothes faster than anything else they own, which makes circular childrenswear the biggest sustainability opportunity in kids' fashion. British organic brand Frugi just won a Drapers award for its circular work. Here is the playbook, and the one move any clothing brand can make first.

Pura, the Cheshire B Corp behind plant-based nappies, quietly turns used nappies into pellets that resurface roads through its NappiCycle partnership in Wales. With around 3 billion nappies going to UK landfill a year, it is real circularity, honestly at pilot scale. Here is the story, and why it is a lesson in growing consciously.

From 19th July 2026, large companies selling into the EU can no longer destroy unsold clothing, footwear and accessories, not by landfill, incineration or shredding. Here is why brands destroyed unsold stock in the first place, why the economics pushed the wrong way, and how curated resale keeps product in use and pays far more than a liquidator.

Children's resale is heading for $12.8bn by 2030, a genuine new revenue stream for brands, not a threat. But not everything should be resold: some items are unsafe or even illegal to sell second-hand. Three resale models to learn from, which children's products you can and cannot resell, and how to open resale without taking on the heavy logistics.