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.”
Frugi was founded in 2004 by Kurt & Lucy Jewson after they struggled to find sustainable clothes to fit over reusable nappies. Seventeen years later, Frugi is the UK’s leading ethical and organic children’s clothing brand available to buy online from welovefrugi.com and over 550 retailers globally in 30 countries. The full range includes newborn to ten years with Frugi Bloom, a stylish twinning, maternity, and breastfeeding range.
Frugi acquired TotsBots and Bloom & Nora in January 2020 giving them prominence in the reusable products market. Designed in Cornwall, Frugi has developed many clever details for the clothing range to help prolong the lifespan such as extendable sleeves and trouser legs. The brand is famous for vibrant prints, fun appliqués, and for using sustainable fabrics. Frugi are proud to be certified by the Soil Association and Global Organic Textile Standard (GOTS) receiving the highest level of certification in the world of leading textile processing standards.
Every year, 1% of turnover is given to charity through their Frugi Little Clothes, Big Change initiative, earmarked for various children and environmental causes. Frugi is the trading name of Cut4Cloth Ltd registered in England, company number 05011885. The registered office is Wheal Vrose Business Park, Helston, Cornwall TR13 0FG.