In a mission to drive forward the need for sustainability and longevity in children’s clothing, Frugi has announced a partnership with thelittleloop.

Cornwall-based Frugi is a leading ethical and sustainable children’s clothing company, and thelittleloop is the UK’s first shared wardrobe for kids. With 122 Frugi styles to choose from at thelittleloop, parents can now sign up for a subscription to rent a bundle of clothes that fit their child at that point in time and enjoy them for as long as they want. Once these clothes are outgrown or no longer wanted, they can be returned and swapped for something else. Swapping clothes instead of buying can save over £900 per child per year!

Recognisable by their vibrant colours and playful characters, Frugi’s clothes contain clever designs, making them as practical as they are fun 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.  Their baby ranges are designed to fit over bulkier reusable nappies, such as their sister brand TotsBots.  

Frugi uses 100% GOTS certified organic cotton for 85% 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% 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. 

“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 comments. “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,” says 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,” she says.

About thelittleloop

Lifelong sustainability advocate, Charlotte Morley founded thelittleloop in 2020 whilst on maternity leave from her job as Head of Digital Product at Notonthehighstreet. She’d been horrified by the amount of clothing waste that was generated by her two children but unable to find a convenient, affordable way to dress them which was also planet friendly.

Founded on the principle that keeping kids clothing in circulation – not unworn and unloved in a closet – is the best way to reduce its environmental footprint, thelittleloop is a sustainable, shared wardrobe for kids. By enabling clothes to be swapped when they’re no longer needed, thelittleloop offers parents maximum convenience, choice, and value, whilst also guaranteeing every product reaches its full life potential.

From just £18/month parents can access between £165 and £380 worth of clothes, with unlimited swaps and stain insurance included. They choose the best plan for them and spend their credits on the clothes their child needs at that moment in time. Items can be swapped whenever the parent chooses, to free up credits to spend again on a new selection of items.

Thelittleloop partners with ethical and sustainable children’s brands who each still own the garments given to rent, taking on a share of the rental revenue and sharing the responsibility for the lifespan of the garments. This means the longer a garment is rented out for, the more revenue the brand will receive, therefore the brands are rewarded for the durability of manufacture, style, and appeal of their products. Feedback on the garments’ performance and durability is given to the brands, allowing them to continually improve their products and increase the environmental benefits of the overall model. Find out more

About Frugi

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 and over 550 retailers globally in 30 countries. The full range includes new-born 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. 

For more information on Frugi, please contact Samantha Dark at @welovefrugi

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