Leading ethical and sustainable children’s clothing brand, Frugi, has announced reaching a pivotal milestone of £1 million charitable donations for its Little Clothes Big Change charity project.

Little Clothes Big Change is an initiative that was born in 2016 where Frugi commits 1% of its yearly turnover – whether it makes a profit or not – to charities; and is a part of Frugi’s wider mission to protect the planet we play on.

Frugi’s ethos has always revolved around giving back, especially to environmental charities and those that are focused on children. Having backed many causes across its three pillars – Hunger, Shelter and Nature – Frugi currently supports Eco-Schools and LEAF.  These charities help create change and inspire the next generation of eco-heroes by encouraging kids to connect with nature and improve their environment both at school and in the local community.  Since 2020, Frugi has funded the Eco-Schools Green Flag certification fees for 150 schools across England as well as training for 500 teachers to become Eco-Coordinators with Eco-Schools.

This £1 million charity milestone also means that Frugi has sold over £100 million worth of GOTS certified organic clothing since the brand’s inception in 2004, ensuring it is giving back through its supply chain as well.  85% of Frugi’s products are made of GOTS cotton, a global accreditation of the highest standard.  GOTS cotton is organic, using no chemicals and far less water, with significant benefits to the environment, and it is also entirely traceable, ensuring that suppliers and their workers are treated fairly.

Encouraging customers to reduce, reuse and recycle, the remaining 15% 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. 

The Frugi group also owns TotsBots reusable nappies and Bloom & Nora reusable sanitary products, and since 2021 has also included these two brands in the 1% turnover pledge.

Lucy Jewson, Founder of Frugi, said “We are proud of lots of things we’ve achieved at Frugi – but we’re probably the proudest of this!  £1 million is a very significant amount for a small company in Cornwall to have raised for charity, all before our 18th Birthday. We created Frugi to prove that a brand could be a powerful instigator of change and that there was far more about business than just the ‘bottom line’. Being part of the 1% for the Planet movement, and then creating Little Clothes Big Change, has allowed us to continue donating to charities that are making a difference at a grassroots level, all whilst growing the Frugi brand.”

Sarah Clark, CEO of Frugi added, “This is a hugely proud moment for our Frugi family. Pledging 1% of turnover for charity is firmly set in our brand’s DNA and we wouldn’t change it for the world. It is a powerful commitment to give back whether we make a profit or not. Our 1% donations are used to create change for both our planet and its people, and to help protect the planet we play on. This has always been at the heart of Frugi and will always inform the choices that we make and the causes that we support.”