To help drive forward the need for sustainability and longevity in childrenswear, leading ethical and sustainable children’s clothing company, Frugi, has a new partnership with The Little Loop, the UK’s first shared wardrobe for kids.

We must halve carbon emissions from clothing if we’re to limit global warming to 1.5’C. This is unachievable without vastly increasing the life cycle of every garment and renting does just that; significantly reducing its environmental impact

With 122 Frugi styles to choose from at The Little Loop, parents can now sign up for a subscription to rent a bundle of clothes for their child and use them for as long as they want. Once the clothes are outgrown or no longer wanted, the customer can return them and swap them for something else. Swapping clothes instead of buying them can save over £900 per child per year.

Frugi’s clothes contain innovative designs to make them as practical as they are fun to wear. Examples include reversible styles and interactive appliques. Plus, clothes that grow with the child via extendable cuffs and waistbands and adjustable shoulder straps. The brand’s baby ranges also fit over reusable nappies, such as its sister brand, TotsBots.

Frugi uses 100% GOTS certified organic cotton for 85% of its clothing.

This strict certification by the Soil Association sees Frugi use organic fibres that have met rigorous production standards. Encouraging customers to reduce, reuse and recycle, the remaining 15% of products feature old polyethylene (PET) plastic bottles. These are spun into yarn to make a durable, waterproof fabric for outerwear, accessories and swimwear.

Because most single-use plastic hangers end up in landfill, Frugi uses only FSC certified cardboard made from recycled materials. Furthermore, most of its clothes now arrive in 100% GM-free corn starch bags. Customers can recycle the bags, put them on a compost heap, or send them to an industrial composting facility. For special gift purchases, customers have the choice to gift wrap in a colourful Furoshiki organic cloth wrap.

Frugi prides itself on its sustainable commitments throughout the business while exporting to over 500 retailers in 30 countries.

Its wider mission is to help inspire a new generation of eco-heroes to change the world. Partnering with The Little Loop helps Frugi work towards its goal of a closed-loop circular economy. By encouraging the re-use of clothing, the partnership will help cut down on the 300,000 tonnes of clothing waste going to landfill every year in the UK alone.

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

Also commenting is Charlotte Morley, founder of The Little Loop. “We don’t just want to make it easy for parents to dress their kids in style without the guilt of fast fashion. 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. I’ve been blown away by how open they’ve been to adopt such a revolutionary new way of doing things.”

About The Little Loop

Lifelong sustainability advocate, Charlotte Morley, launched The Little Loop in 2020. During that time she was on maternity leave from her job as head of digital product at Notonthehighstreet. Founded on the principle of keeping kids’ clothing in circulation to reduce environmental footprint, The Little Loop is a sustainable, shared wardrobe for kids.

The Little Loop partners with ethical and sustainable children’s brands that 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 customers rent a garment, the more revenue the brand will receive. The brands are, therefore, rewarded for the durability of manufacture, style and appeal of their products.

For further information on The Little Loop, please click here.