Frugi: The Cornish Children’s Clothing Brand Making Big Waves in Sustainability

Frugi, which means fruits of the earth in Latin, is a Cornish-based ethical children’s clothing and accessories company that’s ripping through the children’s fashion industry with a rigorous planet-friendly ethos.

Recognisable by their vibrant colours and playful characters, Frugi’s clever designs include reversible styles, adjustable waistbands, interactive appliques, and are as practical as they are fun to wear.  Their baby ranges are designed to fit over cloth 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. 

This commitment to sustainability is never more visible than in their new Autumn collections, framed under the campaign of Sustainable September. This beautiful collection of children's clothing has a mixture of styles and illustrations that features a wide variety of designs, with tremendous trains, happy hedgehogs and fab farmyard friends to name but a few. All of these stunning creations are featured across a huge selection of Autumnal clothing, and with coats, trousers, jumpers and so much more available on, anyone looking to add some sustainable style to their children's clothing collection should look no further! 

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.  


In 2020, 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.  

Frugi prides itself on its sustainable commitments throughout the business while exporting to over 500 retailers in 30 countries across the globe. Earning two Queen’s Awards for Enterprise for Sustainable Development and International Trade in 2020, Frugi are proud to do things right by children, parents, and our planet. The Queen’s Awards for Enterprise are the most prestigious awards for UK businesses. Since the Awards’ inception in 1965 over 7000 companies have won a Queen’s Award.  Frugi won not just one, but two awards being recognised for both Sustainable Development and International Trade and were one of only four companies to achieve a double Award in that year.  Founder Lucy Jewson was also awarded an MBE in the 2020 Queens Honours for her services to ethical clothing design.

Feel the Frugi (in every thread!) at and @welovefrugi

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