Start-Rite Shoes is to partner with children’s fashion rental specialist, thelittleloop, in an exclusive deal to make children’s shoes available, for the first time, through the brand’s shared children’s wardrobe.

Environmentally-conscious consumers will now be able to discover and rent a selection of Start-Rite’s First Steps and Pre-School Shoes through thelittleloop. In doing so, Start-Rite joins a prestigious line up of ethical and quality brands, including John Lewis, Frugi, Little Green Radicals and Polarn O. Pyret, where clothes are available to parents through a monthly subscription service.

Customers will visit a dedicated Start-Rite landing page on thelittleloop’s website. To ensure consistency of service and maintain Start-Rite’s hallmark standards of quality and durable fitted footwear, Start-Rite has provided thelittleloop with stock and brand training on sizing, cleaning and caring for shoes. Customers will also be able to download and print a paper foot measuring gauge.

The collection features contemporary styles that are easier to keep in “as good as new” condition. All styles will feature removable footbeds that are replaced for new rentals.

Commenting on the partnership, Head of Marketing and e-Commerce at Start-Rite Shoes, Jen Tyley, said: “Childrenswear rental is a fast-growing market in the retail sector and thelittleloop are at the forefront of this. At Start-Rite, our shoes are never outworn, only outgrown. Partnering with thelittleloop therefore makes perfect sense, as more parents will be given the opportunity to help ensure the healthy development of their child through quality fitted footwear.”

Charlotte Morley, founder of thelittleloop said: “We created thelittleloop to give parents affordable access to the very best brands, for our children and for their planet, so we are thrilled to partner with Start-Rite who are famous for being the best shoes for little, growing feet.”

Styles in The Start-Rite Collection for The Little Loop include:

Puzzle in Blackcurrant Glitter RRP £42

https://www.startriteshoes.com/puzzle-blackcurrant-glitter-patent-girls-riptape-first-walking-shoes

Jigsaw in Navy Leather RRP £40

https://www.startriteshoes.com/jigsaw-navy-leather-boys-riptape-first-walking-shoes

Avenue Tan Boot RRP £45

https://www.startriteshoes.com/avenue-tan-leather-boys-zip-up-first-boots

Available in sizes S4-S7 F and G width fitting.

For the older child, Pre-School styles will also be available as follows:

Energy in Tan Leather RRP £47

https://www.startriteshoes.com/energy-tan-leather-casual-zip-up-ankle-boots

Discover in Dusty Lilac RRP £47

https://www.startriteshoes.com/discover-dusty-lilac-patent-girls-riptape-pre-school-shoes

Available in sizes S7.5-S12.5 F and G width fitting.