Estonian family brand Safal KIDS is relaunching its environmentally conscious initiative “Bring it back!” — a campaign aimed at collecting used children’s clothing for reuse, regardless of condition.
In today’s fashion landscape, where consumption often surpasses actual need, Safal KIDS stands boldly in favor of mindful living. The brand invites families to return all Safal KIDS garments — even if they are worn out, stained, or in need of repair. “Every piece of clothing deserves a second chance,” says Safal KIDS founder and mother, Lenne-Ann Orusalu. “Children grow quickly, and their clothes are often left unused. Our goal is to make returning items as easy as possible — so that it becomes a natural part of daily life and helps us collectively reduce textile waste.”
All Safal KIDS items are welcome – regardless of condition
While previous campaigns accepted only clean and intact items, this year’s edition takes things a step further: every garment with a Safal KIDS label is welcome — no matter how worn or damaged. The focus is on giving every textile the maximum value possible. “We no longer look at condition — we look at potential,” adds Orusalu. “Our mission is to give these garments a new life — through reuse, repair, or recycling.” Customers receive store credit for each item returned, which can be used to purchase new products from the Safal KIDS collection.
Where do the clothes go?
All returned items are carefully sorted, cleaned (if possible), and listed for resale on our website www.safalkids.ee in a dedicated “Second Chance” section. The clothes will also be available at various fairs and pop-up events across Estonia — reaching families who value sustainability and circular fashion.
How to return items:
• Email tere@safalkids.ee to receive a free return code
• DM us on Facebook or Instagram @safalkids
• Or bring the clothes directly to our Tallinn studio store (Kalda 7c, by appointment – tel: +372 52 42 181)
The campaign runs until April 30, 2025
