When Jeroo Doodhmal’s daughter began walking, she took her to get her feet measured and bought her first pair of shoes. But within a matter of months she had grown out of them and needed another pair, and Doodhmal began to feel dismayed at the way waste was mounting up.
“When I became aware of the effects of fast fashion in the children’s world, I was horrified,” she says. “British families buy 80 million pairs of children’s shoes each year, and the majority end up in landfill or an incinerator.”
