UK organic and ethical childrenswear brand, Frugi, is enjoying a burst of consumer growth of over 60% on last year. This positive trend began in March. It now continues with strong year-on-year growth due to the widespread uplift not only to online consumer buying, but to a significant shift in consumer spending on sustainable products.

Frugi’s strong ethos of making children’s clothes that last and can be handed down to siblings or other families is paying dividends during the challenges of the last year. Commenting is the brand’s Chair, Julia Reynolds. “Frugi’s three-kid guarantee for each item sold and an on-going strategy for developing a circular product is appealing more and more to customers who are reconsidering what and how they spend their hard-earned cash.”

A 2019 Mintel report shows that 30% of UK customers choose a retailer based on their sustainable fashion ranges. Plus, 57% claim they make more ethical fashion purchases now than they did 12 months ago.

Reynolds continues; “Frugi’s rapid growth this year is a primary result of this consumer shift to more sustainable, ethical purchases; especially for children’s clothing, which has a typically shorter lifespan than adult clothing.”

Frugi uses only GOTS Certified organic cotton for 85% of its products.

This strict certification by the Soil Association means the clothes are made with organic fibres that have met rigorous production standards throughout the entire supply chain. The remaining 15% of Frugi products are made by turning old polyethylene (PET) plastic bottles into a form of polyester. This can then be recycled and spun into yarn to make a durable, waterproof fabric for outerwear and backpacks.

Extending the life of clothing by an extra nine months can reduce carbon, waste and water footprints by around 20-30% each. For this reason, Frugi is actively incorporating longevity and practicality into its clothes.

 

 

For instance, its new Snow and Ski Jacket has adjustable sleeves that can grow an extra three sizes. Once the child outgrows the garment, the sleeves can be shortened to start a new life with a younger wearer.

Frugi’s on-going commitment to sustainability was recognised by the royal circuit this year. Co-founder Lucy Jewson was awarded an MBE for her services to ethical clothing design. Furthermore, Frugi received Queen’s Awards for both Sustainable Development and International Trade. It is one of only four companies to achieve a double award this year.

As a result of Frugi’s continued momentum and the shift in consumer spending towards sustainable products, the Board believes Frugi and TotsBots will remain on track to exceed expectations for the FY21 financial year.

For further information on Frugi, please click here.