Frugi is once again raising its credentials to provide certified circular children’s clothing by becoming the first kids’ clothing brand to join the Circular Textiles Foundation’s revolution. Frugi, a pioneering brand in sustainability, with GOTS-certified organic cotton at its core for the last 18 years, continues to innovate and lead the way in circular childrenswear.
The Circular Textiles Foundation is the first of its kind. The ground-breaking initiative provides an independent circularity standard for genuine accountability, transparency and peace of mind. In making circularity accessible to all, the foundation turns the concept into a reality.
Frugi is a long-time champion of protecting the planet for future generations.
The brand prides itself on its sustainable commitments throughout its business; all whilst exporting to over 550 retailers in 30 countries across the globe. Its wider mission of raising the next generation of eco-heroes means the collaboration is a perfect fit.
As the first childrenswear brand to join the Circular Textiles Foundation, Frugi has truly taken to heart what it means to be circular. Following an in-depth series of circular design workshops with the Foundation, the brand is working to embed key circular principles throughout the design, development and manufacturing process, to create a ground-breaking range of fully recyclable clothing for the s/s 23 season.
The Circular Textiles Foundation certification mark will feature on 22% of the new s/s 23 collection. The goal then is to encompass the entire organic cotton range for future collections.
This mark guarantees the garment has been designed to be recycled by a specific facility, which processes it into new fabric. The fabric can then be used to make new clothing. This eliminates waste, reduces the need for virgin materials, and also reduces CO2 emissions. Furthermore, Frugi customers can actively join in with the brand’s circular journey. By scanning the QR code on the garment’s tag, they can discover how and where it can be recycled.
As a brand that has always pioneered in sustainability, Frugi produces high quality and durable clothes that can be patched up, passed down and worn again and again, rather than being disposed of after a few wears. A key aim of partnering with the Circular Textiles Foundation is to prevent clothes from going into landfill or incineration via diversion and recycling.
This aligns with Frugi’s values to create an ‘end of life’ plan for all its garments; giving the brand full responsibility for the clothing it produces – even after the customer purchases it. Through the partnership, each holder will continually be able to scan a garment’s label and recycle it. Plus, it doesn’t matter how many times it is passed on to siblings, friends and relations.
Commenting is Sophie Scanlon, Head of Circular Design for the Circular Textiles Foundation. “Frugi has truly taken to heart what it means to commit to making garments circular. We are delighted to be supporting them in transforming the way future generations value and interact with their clothes.’’
Also commenting is Sarah Clark, CEO of Frugi Group.
“We’re excited to be joining a ground-breaking initiative like the Circular Textile Foundation. Sustainability is at the heart of the Frugi brand. Our clothes are already designed to grow with children, using reversible prints, interactive appliques and clothes with extendable cuffs, waistbands and shoulder straps.
“Our commitment to eliminating waste is further strengthened by our partnership with the Circular Textile Foundation; especially as the first childrenswear brand to do so. We can’t wait to launch our Spring/Summer ‘23 range with the new certification and to show that we are serious about making a genuinely circular product and protecting the planet we play on.”
For further information about Frugi, please click here. Alternatively, to visit the Circular Textiles Foundation website, please click here.
