Will sustainable capsule wardrobes change children’s fashion?

To meet growing demand, sustainable children’s fashion startup Pure Bundle are adding past season stock from ethical brands to their preloved capsule wardrobe range from tomorrow, starting with the much loved Kite Clothing brand.

London based startup Pure Bundle was started by an ex-investment banker and an ex-fashion buyer - just as lockdown was hitting - to make sustainable children’s fashion simple. They offer parents a way to shop sustainably, conveniently and affordably, all at once.

Fashion production and consumption is spiralling out of control. We now have enough clothes on the planet for 6 generations. And with babies growing 7 sizes in 2 years, parents constantly need more clothes for their children.

Pure Bundle provides a way for parents to get a beautifully styled collection of clothes, each time your child grows. All the items you need at that age, that perfectly mix and match. Amazing brands, in pristine preloved condition, for a fraction of the price of new. UK parents are loving the Pure Bundle concept, with a 5/5 rating of Feefo, and booming repeat purchases as babies grow.

Co-Founders Sally Giblin and Thais Bloss saw a new opportunity to meet the growing demand from parents. They decided to add past season or excess stock from ethical fashion brands to their capsules - which may otherwise go to waste.

Pure Bundle encourages parents to return loved items back to them for store credit, payment, or a donation to Little Village. So that past season clothing gets absorbed into the brand’s circular fashion model.

Kite clothing, a stylish, planet-friendly brand based in Dorset, which designs clothes to last, is the first to partner with Pure Bundle.

Sally Giblin, Co-Founder of Pure Bundle says “The birth of my son was a wakeup call. It made me stop, and think about the state of our planet. And the future we’re passing on to our children. Reimagining fashion to make sustainable choices simple is one important part of the puzzle.”

Sally says: “Sustainability has become aspirational. I've changed from a fast fashion lover in my 20s, to a preloved wearing, outfit repeater in my 30s."


Pure Bundle makes sustainability simple for time poor parents, by curating collections of pristine preloved clothes, as your child grows.

Former fashion buyer and management consultant, Sally Giblin, and former investment banker and sustainability consultant Thais Bloss de Lima, are the co-founders of Pure Bundle.

You can find out more about Pure Bundle at purebundle.co.uk and @pure_bundle on Instagram. You can contact Sally on 07808656227 or sally.giblin@purebundle.com.

Pictured Below: CoFounders Sally Giblin and Thais Bloss with a capsule wardrobe, Image Credit: Nina Mucalov. More professional images available.

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About Pure Bundle

Pure Bundle is changing the way parents dress their children, with pristine preloved collections that fight fashion waste. Children grow 7 sizes in their first 2 years! A whopping 183 million items of outgrown baby clothes are stashed in UK homes. Customers are loving the Pure Bundle concept (rated 5/5 on Feefo) and it's growing fast (since our launch during covid). Resale is stealing market share from retail. It’s projected that resale will comprise 33% of wardrobes by 2033 (ThredUp). Pure Bundle is created by parents, for parents. CoFounder & CEO Sally Giblin is an ex-fashion buyer and PwC management consultant. CoFounder & COO Thais Bloss is an ex-Deutsche Bank investment banker and sustainability consultant.

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