This week, my daughter had her nursery photos taken and out of everything she could have worn, she chose a pair of dungarees from the 90s.
They were mine.
Still soft, still bright, and still in perfect condition thirty (ish) years later.
It made me think about how few children’s clothes made today are designed to last that long and how the pressures on families make it harder than ever to choose quality over convenience.
The reality for parents right now
Let’s be honest: the cost of living crisis has changed how we all shop. Kids grow fast, budgets are tight, and it can feel impossible to justify spending more on clothes they’ll outgrow in a few months.
The appeal of a £6 jumper or supermarket multi-pack is real and totally understandable.
But while those low prices might look good on the shelf, the true cost often comes later.
The hidden cost of “cheap”
Cheap clothing doesn’t just come from somewhere — it comes at a cost: to quality, to people, and to the planet.
Many low-priced pieces are made with synthetic fibres that don’t breathe, don’t biodegrade, and often don’t last more than a handful of wears before shrinking, fading or losing shape.
The result? We end up buying twice.
Globally, the average number of times a garment is worn has dropped by 36% over the past 15 years (Economics Observatory, 2023).
That decline is driven by several factors:
-
Fast fashion cycles flood the market with constant newness, encouraging quick turnover. (Ellen MacArthur Foundation, 2017)
-
Overconsumption as fashion gets cheaper, people buy more, but each piece gets worn less. (Economics Observatory, 2023)
-
Declining quality garments made with weaker stitching or fabrics simply don’t survive many washes. (Carbon Literacy, 2024)
-
Style churn and social media pressure “outfit of the day” culture makes clothes feel old sooner than they actually are.
And yet, the most powerful reminder that longevity is possible might be hanging in my daughter’s wardrobe: my 30-year-old dungarees, still going strong.
Why longevity matters
When clothes are made well, with breathable, durable fabrics and timeless design, they don’t just last longer. They feel better, too.
Clothes that move with kids give them confidence and freedom. Clothes that wash well and hold their shape save parents time and money. And clothes that last can be passed down, rented, or reworn by another child instead of ending up in landfill.
Every extra nine months of active use for a garment reduces its carbon, water and waste footprints by 20–30%(Business Waste UK, 2024).
Longevity is one of the simplest and most effective forms of sustainability.
When sustainability meets practicality
Choosing better doesn’t have to mean spending more. It’s about buying smarter.
That might be a preloved gem, a hand-me-down, or a piece from a small brand that designs for longevity.
It might even mean renting.
We’ve partnered with Borro — a UK platform that lets parents borrow Playtime Prints pieces for as long as they need them.
It’s a simple, affordable way to enjoy high-quality, organic clothes without the full price tag. When your child outgrows them, they’re cleaned, repaired and rented again — keeping great clothes in play for longer.
Sustainability, made practical.
How Playtime Prints fits in
At Playtime Prints, we make bold, unisex clothes from 100% organic cotton — designed for movement, comfort and personality.
Each piece is made to last playtime after playtime, with quality stitching, reversible designs and timeless prints that stay bright wash after wash.
Because what they wear today shouldn’t cost them tomorrow. 🌱
🌿 Explore the full Playtime Prints collection — designed for play, comfort and longevity — at playtimeprints.co.uk.
Or, borrow selected pieces through our rental partner Borro.
