For the Spring-Summer 2022 season, Frugi are delighting in pure nostalgia by journaling a rainbow road trip right on its very own Cornish doorstep. Like most of us, Frugi stayed closer to home this past year and consequently sought design inspiration by exploring their bucolic coastal home county. Bringing to life the craggy cliffs, sandy shores, vibrant blooms, and rolling fields of Cornwall, Frugi are poised to spread the good vibes and simple things in life… friendship, freedom, nature, and endless summer days. This playful, colourful collection for babies, toddlers, and children is now extended to include older kids up to 12 years (an age extension from a previous cap at 10 years).
With energising newness and core bestsellers, the range has all the clever details you expect from this leading sustainable children’s clothing brand. It’s reassuring to know that 90% of the Frugi range is made from GOTS certified organic cotton with the balance being made from sustainable or recycled materials. Frugi’s clothes contain clever design details making them as practical as they are fun to wear, always with an environmental mindset of extending their usage and lifespan. This includes reversible styles, interactive appliques, and clothes with extendable cuffs and waistbands and adjustable shoulder straps that are designed to grow with the child.
With pieces and sets perfect for newborn gifting, older kids adventuring and sibling and parent twinning, Frugi has something for all children. The baby and toddler ranges are from Tiny Baby up to 4 years with loser fitting items to fit beautifully over reusable TotsBots nappies, Frugi’s sister brand.
With a wider mission to help raise the next generation of eco-heroes, Frugi donates 1% of annual turnover to charity, and in 18-years has so far donated £1 million to various causes. Frugi’s on-going commitment to Eco-Schools, children are encouraged to earn a Green Flag certification for their school and use nature as a classroom through outdoor learning with hands-on experience.
To help drive forward the need for sustainability and to keep children’s clothing in circulation longer, Frugi has a long-standing partnership with thelittleloop, the UK’s first shared wardrobe for kid’s clothes. This innovative subscription service means every garment gets more lives, more love, and has less impact as a result. With 122 Frugi styles to choose from, parents can sign up to rent a bundle of clothes and enjoy them for as long as they want. Once these clothes are outgrown or no longer wanted, they can be returned and swapped for something else. Swapping clothes instead of buying can save over £900 per child per year!
Frugi was launched in 2004 when a Cornish couple Kurt and Lucy Jewson found it difficult to find ethically made clothing for their baby son who wore bulkier reusable nappies. From their rural cottage the idea for sustainable children’s clothing was born. Fast forward to today and with two Queens Awards for Sustainability under its belt, Frugi has proven that you can be both successful and operate a planet-friendly at the same time.
