Today’s parents are expecting more from their children’s clothing, with a hand-me-down philosophy increasingly at the heart of well known brands. 

Popular Swedish retailer Polarn O. Pyret, which has the motto “to be worn by at least three children”, has added a fourth line to its name labels to celebrate its 50th anniversary this year. British favourite Boden has a “pass it on philosophy” too, offering a repair service for old garments to keep them in use. As for John Lewis, the department store’s kids clothing ethos is simple: “Wear it, Love it, Hand it down”.

“The hand-me-down trend is something I have seen on the rise recently,” says Louise Duncum, who designed childrenswear for brands including Next and C&A before launching her personal stylist business Weiz Styles. “Parents are becoming increasingly aware of both the environmental impact of the fashion industry and the importance of creating a better future for the next generation, so hand-me-downs are a natural and meaningful way to support this.”

From passing down garments to siblings or friends’ kids and selling them on popular online marketplaces like Vinted, today’s parents anticipate that their children’s clothing will last beyond one child. Second hand clothing, which once had negative connotations, is trending right now. 

“Being able to hand down my brand’s clothes is really important and it’s actually built into how I design,” says Ali Ribchester of Tutti Frutti Clothing, which has a takeback scheme called RE:LOVED. “My hero product is the Grow With Me leggings, which have an adjustable waistband and extended leg length so they fit across multiple sizes. One pair can last a child a year or more, rather than one season.”

“I believe that people absolutely want to be able to pass things on – but the clothes have to be made properly in the first place,” she adds. “Better fabrics, proper construction, nothing that pills or fades after six washes.”

This hand-me-down ethos even has the royal seal of approval: Prince Louis can frequently be spotted wearing items previously belonging to his older brother Prince George, including Ralph Lauren sweaters and Trotters’ shirts.

Louise Allinson, founder of Wonder & Wren, the organic baby and toddler clothing brand which will soon launch a pre-loved scheme, applies her company’s philosophy to her own family. 

“The outfits I made for my first daughter have since been passed onto her cousin, then another cousin on the other side of the family, and finally have made their way back to me for my second baby, who is now six months old,” she says. “They will soon be going back to my sister-in-law for her next baby due in May, which will be the fifth baby to wear them.

“Not only does this provide excellent value for money but it is also good for the planet and creates lovely memories seeing each child wear them.”

“Brands like John Lewis and Boden have built their reputation on trust, quality and heritage,” explains children’s clothing expert Louise, of the nostalgia of passing children’s clothes down. “Many of their customers have grown up with these brands and now shop there for their own children, so there’s a real sense of generational loyalty.

“When emphasising longevity and second-hand values, they’re strengthening that emotional connection even further. It shows that they genuinely care about their customers, not just in the moment of purchase, but far beyond that for the generations yet to come.

“There’s also a strong storytelling element in features like name labels or repair services that turn a garment into something more than just clothing, they become part of a family’s story and that value is really special.”

Caroline Cummock, who has worked in-house for Jellycat, C&A and mamas and papas and now runs her own kids design consultancy, Lion and Leopard Studio, says this drive for longevity extends beyond the children’ clothing sector. 

“I’m working with brands who create nursery interiors, which can span way past the baby and toddler years,” she says. “I’m working with a cool new start-up kids brand called The Darlinghood, who are creating brilliantly functional storage, which is useful from nappy stage right through to everyday adult use.”