For s/s 26, Frugi invites its wholesale partners to soak up the joy of everyday moments, find happiness in life’s simple pleasures, and radiate that sunshine to everyone around with The Sunshine Edit, a colourful, planet-conscious collection for every stage of childhood.
The Sunshine Edit features colours that beam positivity and warmth, taking inspiration from life’s magical moments, from beach days to bike rides and first holidays to time spent with loved ones. Every print is hand-drawn by Frugi’s in-house design team and tells a story of joy and the magical moments that make life shine that little bit brighter.
“This season, we’re thrilled to introduce our happiness-infused s/s 26 collection: The Sunshine Edit,” says Jeni Bolton, Product & Brand Director at Frugi. “A vibrant, joy-filled range designed with every stage of childhood in mind. From our My First Frugi range for the tiniest wriggles, to our playful preschool collection packed with easy-dressing features encouraging independence, and our kids range designed to inspire life’s biggest adventures.”
The Sunshine Edit: Key highlights
Firstly, organic cotton. Frugi’s ‘day one’ commitment to only use organic cotton in its virgin cotton ranges still stands; all its organic cotton clothing is GOTS-certified by the Soil Association. Each original, hand-drawn print is also lovingly created by Frugi’s in-house design team.
Furthermore, the brand is continuing its commitment to circularity, with 151 new options within its s/s 26 range being designed to be recycled. Frugi is also closing the loop with three recycled and recyclable options this season.
An Easter & Occasion Collection is available to celebrate special moments, big or small, with party-ready dresses and effortlessly smart, comfy outfits. Meanwhile, the Holiday & Swim Collection features a range of sun-safe UPF 50+ swimwear styles using post-consumer recycled plastic, lightweight organic outfits, and new accessories. Discover beach towels, changing robes, adjustable hats, clever reversible designs, dry bags and more.
And from Wood to Woven, Frugi’s LENZING™ EcoVero™ Crepe is crafted from responsibly managed forest trees. Designed to be worn by little explorers, the lightweight fabric is ideal for warmer days filled with adventure.
Commenting is Frugi Wholesale Manager, Ben Allen.
“We’re excited to launch our latest collection to our wholesale partners and will be showcasing The Sunshine Edit at pop-up showrooms across the UK, Ireland, and Germany in the coming weeks. We’re also looking forward to connecting with new retailers who share our values and are interested in learning more about becoming stockists of our brand.”
The Sunshine Edit will be available to explore for wholesale partners at nuorder.com/Frugi. Alternatively, for further information about Frugi wholesale and the s/s 26 collection, contact frugiwholesale@welovefrugi.com.