Can you tell us a bit about yourselves and your backgrounds before starting Our Little Wardrobe?
Hello, we\’re Kerry and Harri, and we share a friendship that spans nearly three decades. Beyond our strong bond, we\’re both devoted Mums. Kerry has two children, Jacob and Amelia, while Harri is the Mummy of Scarlett, Rufus, and India. In addition to our close friendship, we have the privilege of being Godmothers to each other\’s children.
Professionally, Kerry brings her wealth of experience in marketing to the table as the Head of Non-Scripted Marketing at global TV production company, Fremantle. On the other hand, Harri works as a senior analyst in the Mergers and Acquisitions team at AIG.
Although we share many similarities, our diverse corporate backgrounds complement one another as we embark on our entrepreneurial journey.
What works in our partnership is our fearlessness in challenging each other, coupled with unwavering trust and confidence in one another.
How did the two of you meet and what inspired you to embark on this entrepreneurial journey together?
Our journey began when we were just seven years old, sitting in the same school classroom. It all started when Kerry noticed the name Harriet Puddle written on the board and instantly sensed they were going to be friends – what a great surname! She volunteered to be Harriet\’s \’shadow\’ since she was the new girl, and that was the moment our enduring friendship took root.
Throughout our school years, we were inseparable. Our bond only grew stronger as we embarked on a gap year, exploring the world together, including a nine-week adventure in a camper van – a true testament to the resilience of our friendship.
Later, we both found ourselves studying at Newcastle University. Some might call it a coincidence, but between us we may have ‘made it happen…’
Life eventually led us in separate directions, with Harriet residing in Hong Kong and Kerry in South Africa. But it wasn’t long until we were reunited back in London, in the same area and it was during this time that we held our first Our Little Wardrobe meeting, marketing the inception of a new venture.
What motivated you to start Our Little Wardrobe,and what is the mission and vision behind the brand?
The concept of Our Little Wardrobe came to life as we recognised that children’s clothing (particularly items bought for a specific occasion) aren’t worn for very long before becoming too small or unsuitable. Living in the space-constrained environment of London, the mounting collection of vacuum-sealed bags served as a reminder of this issue.
Our collective mission is clear: to combat waste by offering cherished garments a new lease on life, allowing them to find their next loving home.
While we were aware of other preloved marketplaces and platforms (like Vinted) we also acknowledged the concerns surrounding quality control and the sometimes, unfavourable perceptions associated with second-hand clothing – such as it resembling a jumble sale or items not living up to their descriptions. Consequently, we set out to establish a trustworthy and appealing brand that would provide customers with a shopping experience akin to traditional retail, while working to dispel the stigma attached to buying second-hand items.
We remain adaptable in our approach, but our unwavering commitment lies in the realm of sustainability. We aspire to forge partnerships with independent brands who share our environmentally conscious values.
Could you share your personal beliefs about fast fashion and its impact on the environment? How do these beliefs shape the ethos of Our Little Wardrobe?
When we initially started this venture, we were not experts in the field. However, our inspiration came from insightful conversations with our friend, Tor Burrows, the Group Sustainability Director for Grosvenor. During these conversations, we delved into the alarming repercussions of fast fashion on our planet, going deeper than we had previously understood. This ignited a strong desire within us to make a positive impact, even with small steps.
Since then, we\’ve actively sought knowledge, attending seminars, reading books, watching films, and engaging in conversations with numerous experts. It\’s the core message underlying our motivation.
Our aspiration is to make expert opinion and knowledge accessible to a wider audience. The profound insights into the consequences of fast fashion and consumerism on our planet can be genuinely shocking. We believe that by helping people improve their understanding of these impacts, we can encourage them to make more sustainable buying choices.
As leaders of a startup sustainable fashion brand, how do you envision the future of the fashion industry in terms of sustainability and ethical practices?
There has undeniably been a significant shift in the fashion industry, and if you were to search for sustainable fashion online, you\’d find a plethora of publications discussing the topic. However, it\’s crucial to acknowledge that there is still much work ahead. When we hold our pop-up events, we engage in conversations with people who express amazement and encouragement for preloved clothing, but they often still seem surprised because it\’s not yet the norm. We\’ve had some interesting discussions about the concept of gifting preloved items, which we absolutely love.
Among our friends, there\’s a spectrum when it comes to embracing preloved fashion. Some are very enthusiastic about it, while others are not quite there yet. To be candid, I (Kerry) was a slow adopter, but now I\’m wholeheartedly hooked. However, I still believe that there\’s room for improvement in terms of quality control and user experience when navigating preloved items – and this is precisely why Our Little Wardrobe was created.
Could you share your personal beliefs about fast fashion and its impact on the environment? How do these beliefs shape the ethos of Our Little Wardrobe?
When we initially started this venture, we were not experts in the field. However, our inspiration came from insightful conversations with our friend, Tor Burrows, the Group Sustainability Director for Grosvenor. During these conversations, we delved into the alarming repercussions of fast fashion on our planet, going deeper than we had previously understood. This ignited a strong desire within us to make a positive impact, even with small steps.
Since then, we\’ve actively sought knowledge, attending seminars, reading books, watching films, and engaging in conversations with numerous experts. It\’s the core message underlying our motivation.
Our aspiration is to make expert opinion and knowledge accessible to a wider audience. The profound insights into the consequences of fast fashion and consumerism on our planet can be genuinely shocking. We believe that by helping people improve their understanding of these impacts, we can encourage them to make more sustainable buying choices.
As leaders of a startup sustainable fashion brand, how do you envision the future of the fashion industry in terms of sustainability and ethical practices?
There has undeniably been a significant shift in the fashion industry, and if you were to search for sustainable fashion online, you\’d find a plethora of publications discussing the topic. However, it\’s crucial to acknowledge that there is still much work ahead. When we hold our pop-up events, we engage in conversations with people who express amazement and encouragement for preloved clothing, but they often still seem surprised because it\’s not yet the norm. We\’ve had some interesting discussions about the concept of gifting preloved items, which we absolutely love.
Among our friends, there\’s a spectrum when it comes to embracing preloved fashion. Some are very enthusiastic about it, while others are not quite there yet. To be candid, I (Kerry) was a slow adopter, but now I\’m wholeheartedly hooked. However, I still believe that there\’s room for improvement in terms of quality control and user experience when navigating preloved items – and this is precisely why Our Little Wardrobe was created.
What are some of the challenges you\’ve faced in the journey of building Our Little Wardrobe, and how have you overcome them?
Each day presents us with a fresh set of challenges and decisions to navigate. We\’ve been immersed in the development of Our Little Wardrobe for over three years, and the advice that resonates most with us is the need to maintain agile. The market and consumer landscape evolve rapidly, so taking measured, incremental steps allows us to adapt to these shifts.
Currently, our primary challenge lies in proving the value of our ideas in a growing space. How do we capture the interest of brands and potential partners when we may not have a vast tangible track record to showcase? It\’s a bit of a \”chicken and egg\” situation – we need the brands to grow, but they may be hesitant to join until we\’ve already established substantial growth..
To address this, our strategy is to engage with people and brands personally, to invite them to join us on our journey, and to ignite their excitement. We hope that our passion and determination prove contagious, as we aspire to bring like-minded brands and individuals along with us on this remarkable journey.
Could you share some memorable moments or stories from your time at Our Little Wardrobe that highlight the brand\’s impact and values?
One of our favourite memories this year involves the invitation to showcase our brand in the esteemed department store, Elys, located in Wimbledon. It was a genuine \”pinch me\” moment as we had the opportunity to personally connect with our customers. While we had previously conducted online transactions and engaged in conversations with buyers, the experience of meeting people in person within the department store was special (and really useful!)
Our time at Elys resulted in remarkable sales, and the feedback we received from visitors was heartwarming. It was a true delight to hear that some customers specifically made the trip to the store to see us, making the occasion truly memorable.
What sets Our Little Wardrobe apart from other sustainable fashion brands, and how do you continually innovate and improve your offerings?
As previously mentioned, the preloved marketplace is experiencing growth, with various individuals venturing into second-hand businesses. What distinguishes us is that our brand is firmly grounded in sustainable values; we have a genuine commitment to making a positive impact, and we aspire to be more than just a preloved boutique. Our goal is to influence purchasing behaviours positively.
Furthermore, we have confidence in our understanding of our audience and buyers. We believe that what we are currently in the process of building may offer something unique that is not readily available in the marketplace. Stay tuned for exciting developments on this front.
In the next few years, what do you hope to achieve with Our Little Wardrobe in terms of sustainability, growth, and impact on the fashion industry?
Our focus is to continue to grow a community and develop partnerships with like-minded people and brands who share our values and resonate with the mission of Our Little Wardrobe.
We are also currently working on expanding the Our Little Wardrobe boutique. Our aspiration is for it to become a preferred destination for individuals shopping preloved for their little ones.
We\’re not suggesting that traditional retail doesn\’t have its place, but our aim is to inspire a shift in purchasing habits – a bit of both, as we endeavor to encourage support for sustainable brands. We all know that children\’s everyday clothing undergoes quite the journey, enduring activities like running down hills, splashing in puddles, and encountering paint splatters. So, our objective is to provide a platform for those special milestone moments when a purchase serves a specific purpose; it’s more about \’occasionwear\’ – such as for a christening, Christmas day, a summer vacation, or a birthday party – when items are rarely worn, still in pristine condition, only to be vacuum-sealed due to our children’s rapid growth.
We\’ve dedicated considerable thought to crafting a seamless customer user journey, aiming to make the process as effortless and intuitive as possible. No More TKMaxx or Vinted experiences where you have to sift through virtual rails, instead, we offer a carefully created collection of high-quality preloved clothing, ensuring that the purchasing experience closely resembles that of traditional retail.
Finally, what advice would you give to aspiring entrepreneurs who want to start their own sustainable fashion brand?
As previously discussed, the key is to take small, deliberate steps, remain focused on your goal, stay adaptable, and forge ahead with determination. Remember to continually monitor your progress because it\’s easy to lose sight of just how far you\’ve come.
Warm wishes,
Our LIttle Wardrobe x
