Childrenswear and accessory brand Frugi is collaborating with the Cotton Lives On™ recycling programme. The purpose of the programme is simple: to extend the life of cotton in a way that helps both people and planet.
The initiative promotes sustainable living by educating consumers on cotton’s natural lifecycle to divert unwanted cotton from landfill. This includes giving life to worn-out cotton clothing as roll mats often provided to people experiencing homelessness. Frugi strongly supports this ambition by championing sustainability and demonstrating what it means to be truly circular.
As a fibre, cotton holds regenerative properties
Finding ways to reuse and rework it, therefore, enables the fashion industry to cut down on textile waste. The Cotton Lives On™ programme focuses on recycling old cotton and ultimately making roll mats to help people get a better night’s sleep. Through its collaboration, Frugi has contributed significantly to the production and delivery of the programme’s first tranche of mattresses, made from 3600kg of cotton.
Prolonging the life of new clothes is a significant goal for Frugi’s sustainable journey. Rental partnerships with the thelittleloop, the first UK subscription for children’s clothing, and also Hire Street for Frugi Bloom maternitywear, are important steps for customers to save money and extend the life of clothes.
Frugi has joined the Circular Textiles Foundation (CTF), a non-profit organisation that helped the brand design a system of fibre-to-fibre recycling for future collections
The new CTF mark on Frugi labels will guarantee Frugi’s clothes can be recycled to make new ones. Customers simply scan a QR code to find out where to send it. With clothing rental services and certification marks for end-of-life recycling solutions, Frugi clothes can now be reused and re-worn for longer; ultimately helping to eliminate textile waste.
The collaboration with the Cotton Lives On™ recycling programme is another step in Frugi’s sustainable journey to revitalise fabrics once they have reached their end of life. Speaking about the collaboration is Sarah Clark, CEO of the Frugi Group.
“Our participation in the Cotton Lives On™ programme is another strong step for Frugi to become fully circular. Frugi believes in the power of cotton, demonstrated through our use of organic cotton. This programme embodies the importance of keeping these valuable fibres in circulation. And, in doing so, protecting the planet we play on.”
Also commenting is Kim Kitchings, Sr. Vice President, Cotton Incorporated
“The Cotton Lives On™ recycling programme is about extending the life of cotton clothing. Cotton is a natural, durable and sustainable fibre, which can be recycled at the end of its life. The Cotton Lives On™ programme is for clothing that has really reached the end of its use.
“So much goes into landfill. What we’re trying to do is make as much use of this natural resource as possible by turning old cotton clothes into something useful. We are thrilled to have Frugi join the Cotton Lives On™ programme, working to reduce textile waste and close the loop on cotton sustainability as they look at opportunities with US cotton.”
For further information on the Cotton Lives On™ programme, please click here. Alternatively, click here to visit Frugi’s trade website.
