People and planet-conscious childrenswear brand Frugi has launched its s/s 27 collection, The Wild, Whimsical & Wonderful, which is now available for wholesale pre-order. This season is a vibrant ode to discovery, where every outfit tells a story. From sun-soaked savannahs to prehistoric landscapes, and chatter-filled jungles to sparkling oceans, the collection celebrates curiosity, creativity and carefree play.
At the heart of the collection is Frugi’s signature design approach.
Thoughtfully designed in Cornwall by the brand’s in-house team, each piece begins as a hand-drawn sketch inspired by real experiences, from travel and nature to everyday family moments. These illustrations evolve into prints full of personality, bringing a distinctly human touch to every garment.
Known for championing colour, Frugi continues to deliver vibrant designs to spark imagination, encourage self-expression and bring positivity to everyday wear. Reflecting on the collection is Frugi’s Product & Brand Director, Jeni Bolton.
“I love the start of a new season. Seeing the colourful line-up of all-time favourites in refreshed prints and colours alongside new products the team have been thoughtfully crafting for so long. Our commitment to doing business purposefully with people and planet in mind remains at our core.”
Collection highlights
This season’s hand-drawn prints bring global adventures to life, from roaring dinosaurs to bustling farmyards and underwater escapes, each one rooted in storytelling and designed to inspire exploration.
For s/s 27, carefully timed capsule drops create a steady stream of newness, giving retailers fresh stories to tell and reasons for customers to keep coming back. From an Easter capsule full of twinning styles for family celebrations through to an expanded occasionwear range designed for weddings and parties, plus everything in between.
There’s also a complete holiday offering featuring UPF 50+ sun-safe swimwear, as well as playful poolside favourites and essentials, from towels and changing robes to backpacks.
Sustainability at the core
Since day one, Frugi has used only organic cotton for all virgin cotton styles and is GOTS-certified by the Soil Association, ensuring every garment meets high standards for people and the planet.
Furthermore, Frugi’s circular offering now makes up almost half of its range. This season, the brand introduces new nightwear styles alongside an expanded textile-to-textile recycled cotton capsule. Frugi designed these styles for recycling at the end of their life. Through its partnership with LMB, garments that are no longer wearable transform into new fabrics, reducing textile waste and closing the loop. New additions include the Caelan Pull Ups and Rame Reversible Shorts.
Frugi also continues to deliver greater value through thoughtful design. ‘Fit for longer’ features now appear across 15% of the collection, while almost a third of styles across the whole season extend up to age 12 years, supporting longevity for growing children.
Frugi will be exhibiting its s/s 27 collection at the INDX National Kidswear Show from 5-6 July 2026. For wholesale enquiries and further information, contact ben.allen@welovefrugi.com or click here to visit the brand’s website.