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This November marks the launch of My First Frugi, a new collection of 100 per cent GOTS-certified organic and ethical clothing designed for babies’ first few months from childrenswear brand, Frugi.

My First Frugi is available in five sizes to cater for tinier babies; Tiny Baby (5-6lbs), Newborn (6-7lbs), 0-3 months, 3-6 months and 6-12 months.

Distinctly different to Frugi’s current clothing collection, the range uses a subtle and delicate colour palette, including marl pinks, blues and mint tones, as well as smaller scale prints and appliqués better suited for smaller babies.

Commenting on the launch, Lucy Jewson, Frugi’s co-founder, says, “My First Frugi is a very exciting development for us and we can’t wait to share the range with everyone. We will introduce this collection into an early drop for S/S 18 to ensure retailers have newness and full price stock as A/W 17 retail moves into the sale period and to influence sales across the Christmas gifting period. The colour palette and prints are gorgeous and will ensure baby can enjoy a Frugi wardrobe from day one.”

New outfits from the range include the Kynance Kimono, a new lighter weight brushback two-piece set with front kimono fastening for easy changing. Meanwhile, the Giggling Gift Set comprises a footed romper, printed long sleeve body with integral scratch mitts and matching hat with a smaller scale appliqué on the centre front.

Other highlights include a muslin dungaree, reversible cardigan, babygros, rib socks, muslin swaddles, and a hooded blanket.


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