Frugi, which means 'fruits of the earth' in Latin, is a Cornish-based ethical children’s clothing and accessories company with a rigorous planet-friendly ethos. Recognisable by their bright prints and clever details, Frugi’s interactive appliques, reversible styles, and extendable cuffs and sleeves allow for clothes that will grow with your little one, making them both practical and fun to wear. Their baby ranges are designed to fit over reusable nappies, such as their reusable sister brand TotsBots. Frugi uses 100% GOTS certified organic cotton for 90% of its clothing. This strict certification by the Soil Association means that Frugi is made with organic fibres that have met rigorous production standards. Organic cotton is not only better for the environment by using less water, but it feels softer because the fibres are left intact and not broken down by the harsh chemicals used in the processing of conventional cotton. Encouraging customers to reduce, reuse and recycle, the remaining 10% of products are made from old polyethylene (PET) plastic bottles that have been spun into yarn to make a durable, water-proof fabric for outerwear, accessories, and swimwear. How cools is that?
We create sustainable baby, toddler and kids clothing, a maternity and breastfeeding range as well as reusable nappies.
Frugi was born, or rather, ’Cut4cloth’ was born, as that was our name back then. Frugi started life as a ‘Eureka’ moment when founders Lucy and Kurt struggled to find clothing to fit over their son’s cloth-nappied bum. 2008 saw us change our name to ‘Frugi’ – meaning ‘Fruits of the Earth’ in Latin. The collection grew to include gorgeous clothing for older children and a fab range of breastfeeding wear for mums and in 2020 Frugi acquired TotsBots and Bloom & Nora, two leading reusable brands.
Frugi prides itself on its sustainable commitments throughout the business while exporting to over 500 retailers in 30 countries across the globe. To encourage parents to dress their children sustainability, Frugi is in partnership with Little Loop, the UK’s first rental market for children’s clothing, as well as other brand partners such as the National Trust with a long-standing partnership that offers a unisex range with proceeds supporting coastal wildlife. With a wider mission to help raise the next generation of eco-heroes, Frugi donates 1% of annual proceeds each year and in 17-years has so far donated £850,000 to various causes. Furthermore, by supporting Eco-Schools and LEAF, two worthwhile initiatives operated by the environmental charity Keep Britain Tidy, 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. Because most single-use plastic hangers end up in landfill, Frugi eliminated all plastic hangers from all operations and now only uses FSC certified cardboard that are made from recycled materials. Furthermore, the clothes arrive in 100% GM free corn starch bags that can be placed on home compost heaps, sent to an industrial composting facility, or recycled (depending on your local facilities). And for those special gift purchases, customers have the choice to gift wrap in a colourful Furoshiki organic cloth wrap, a nice eco-friendly touch for special occasions.
We have a story to tell and a mission to accomplish- to show that superb design, great ethics and passionate people can help to change the world! We only use organic cotton grown by farmers we trust, our outerwear is made from recycled plastic bottles and we’re always looking for new ways to innovate and explore. Plastic pollution is a huge problem for our planet…we’re working with our suppliers to turn old plastic into something truly fantastic! It takes 36 recycled plastic drinking bottles to make just one of our winter jackets!
We are really proud to say that over the past 17 years we've given over £850,000 to charity! Every year we donate 1% of our turnover to charity (whether we make a profit or not). Recently through our charity project we have made a huge difference to the lives of children all around the world. We are still growing fast and expanding our product range. Our team now numbers over 100 people working at our HQ in Cornwall, and across the UK and Europe. We also relocated and expanded our Frugi shop!
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