Sustainable children’s clothing brand Frugi and the National Trust are launching a Paddling Puffins capsule collection of ethically made outerwear and accessories for s/s 21.
The new collection takes inspiration from the National Trust’s ‘50 things to do before you’re 11 ¾’ activities. Also, the many miles of coastline in its care. Available up to 10 years, it offers a range of pieces ideal for spotting birds, skimming stones and exploring rockpools. Items include a zip-up romper, reversible shorts, the Pioneer Packaway Jacket and the Pack-A-Snack Lunch bag.
As Europe’s largest conservation charity, the National Trust cares for 780 miles of coastline and the wildlife that lives there. As seas rise and storms rage, shores are constantly transforming. Each coastal mile costs £3,000 a year to maintain. Seals, puffins and seabirds make places such as the Farne Islands and Blakeney National Nature Reserve their home each year. A minimum of £25,000 from sales of the Paddling Puffins collection will go to the National Trust, which will support the work it carries out to help wildlife to flourish.
Frugi: Ethical and sustainable clothing for children
Frugi uses only GOTS Certified organic cotton for 85% of its products. This strict certification by the Soil Association means the brand’s clothes use organic fibres that have met rigorous production standards throughout the entire supply chain.
However, organic cotton clothing isn’t just better for the environment because it uses less water. It also feels softer due to the fibres remaining intact. This results in clothes that are kinder to babies’ and young children’s delicate skin. In addition, there are no harmful chemicals or dangerous dyes. This means organic cotton is less likely to trigger allergies. It is also more durable and therefore lasts longer.
The remaining 15% of Frugi products use a process of turning old polyethylene (PET) plastic bottles into a form of polyester. This is recycled and spun into yarn to make a durable, waterproof fabric for Frugi’s outerwear and accessories.
Benefits of outdoor play
When children spend time playing outdoors it increases their wellbeing as well as that of their families. A National Trust survey revealed that 80% of the happiest people in the UK said that they have a strong connection with the natural world. This is in comparison to less than 40% of the unhappiest.
It also reported that children who spend more time in nature are more likely to care for the natural environment as adults. Through learning about the plants and animals we share our lives with, we are more likely to care for their long-term wellbeing; a common goal for both organisations.
Commenting on the collection is Clare Brown, head of brand licensing at National Trust.
“We’ve been delighted to see how well the Autumn-Winter 2020 collection was received and are therefore thrilled to be working with Frugi on this new line for 2021.
“The ethical values behind the products, combined with the light the designs shine on some of the amazing wildlife we care for, come together in such an authentic way. With proceeds from each sale supporting the work we do to care for our coastline and the landscapes and buildings beyond, this collaboration provides another way for people to support the work we do.
Frugi’s head of marketing, Lara Smrtnik, concludes; “We are excited to be launching another collection of ethical and sustainable clothing with the National Trust. This collaboration is a perfect alignment of our shared core values to help raise the next generation of eco-warriors who will one day help look after our coastal areas and wildlife for many years to come.”
The unisex Paddling Puffins Collection caters for babies, toddlers and children age 0-10 years. The collection is available from 27 January 2021 at Frugi, the National Trust shop and other retailers.
