Early-age Education on Sustainable Fashion

by Junico Kids


A Global Compact member


Instilling the importance of reducing waste and reusing fashion items in children from a young age through Junico Kids educational programs.

Project implemented: December 2020

Project goal

Our goal is to educate over 2 million Australian parents with young children to trade in their old/unused clothes with clothes that fit their kids.

delivering on

why is this project important?

We Australians produce 6,000 kg of fashion waste every 10 minutes, including a large portion of kids’s clothes that are outgrown, particularly in the early ages of growth. In landfill, garments take time to decompose and remain pollutants to the environment for many years. Using second-hand increases the clothes’ life and reduces demand for new clothing.

Key steps to make it happen

1Top-down approach

Using digital marketing strategies and channels to target segment of customers who are likely to buy secondhand kids clothes.

2Bottom-up approach

Running activities which promote awareness on the environmental impact of fashion and reuse of items as part of the solution.

impact to date

More than 112,000 parents reached
This is achieved over four months of campaigning across digital channels, including our own social and media assets as well as those of our suppliers and partners.

  • Turning children themselves to become advocates of the reuse movement in their families
  • Improving the quality perception of secondhand clothing items, through extremely positive feedback offered by our happy customers – available to view on our website and on Google Reviews
  • Miss Baumgart, a teacher at the local Victoria Avenue public school, stated that “the kids are so lucky for this opportunity” (participating in Junico Kids upcycling workshop)

Junico Kids launched our School Visit program to introduce the concept of preloved fashion to reduce the environmental impact of fast fashion. The program is intended for 5 to 15 years-old students. The first school visit took place at Victoria Avenue Public School (VAPS) in Concord West NSW, Australia, as a part of the annual Festival of Innovative Ideas (Fii) that the school has been holding since 2017. Through workshop format, Junico Kids hope to instil the importance of reduce & reuse to school students from a young age.

Since its inception in 2020, Junico Kids have confirmed parents’ appetite to be increasingly conscious of what families and the broader children community can do collectively to prevent baby and kids clothing from reaching the landfill earlier than necessary. This fits well with Junico Kids‘ mission to promote the reuse of children’s clothing.

Each purchase of secondhand clothes from Junico Kids also comes with a Did-Juni-Know™ card that contains educational material to introduce families to the ‘reuse’ movement and practical, concrete action we can take to care for the environment.

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