Frugi partners with UK's kidswear rental platform thelittleloop

Recognisable by their vibrant colours and playful characters, Frugi’s clothes contain clever designs, and are practical to wear. This includes reversible styles, interactive appliques, and clothes that are designed to grow with the child with extendable cuffs and waistbands and adjustable shoulder straps. Its baby ranges are designed to fit over bulkier reusable nappies, as per a media release.

Frugi uses 100 per cent GOTS certified organic cotton for 85 per cent 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 15 per cent 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.

Frugi exports to over 500 retailers in 30 countries across the globe. With a wider mission to help inspire a new generation of eco-heroes to change the world, the partnership with thelittleloop helps Frugi work towards the goal of a closed-loop circular economy. By encouraging the re-use of clothing, the partnership with thelittleloop will help cut down on the 300,000 tonnes of clothing waste going to landfill every year in the UK alone.

Because most single-use plastic hangers end up in landfill, Frugi uses only FSC certified cardboard that are made from recycled materials. Furthermore, most of its clothes now arrive in 100 per cent GM free corn starch bags that can be placed on home compost heaps, sent to an industrial composting facility, or recycled (depending on local facilities). Customers also have the choice to gift wrap in a colourful Furoshiki organic cloth wrap, a nice eco-friendly touch for Christmas and special occasions.

“We’re thrilled to collaborate with thelittleloop, who share in our ethical and environmental values to help reduce both our customers’ and our own impact on the environment,” Frugi CEO Sarah Clark said. “Using organic cotton, which is more durable, means our clothes are made to last, and thelittleloop is helping us to further extend the lifespan of these clothes, that have been and will continue to be loved for more generations”.

“We don't just want to make it easy for parents to dress their kids in style without the guilt of fast fashion,” said thelittleloop founder Charlotte Morley. “We also want to support brands like Frugi who are going above and beyond to make clothes in the best possible way. Their clothes are such incredible quality that they work perfectly for rental. Plus, we hope we can help even more people than before access these ethically produced garments for their children instead of resorting to the high street. Working with Frugi has been a dream come true and I’ve been blown away by how open they’ve been to adopt such a revolutionary new way of doing things.”

Fibre2Fashion News Desk (KD)