The new a/w 21 collection from ethical and sustainable children’s clothing and accessories brand, Frugi, brings to life the journeys of animals migrating across the globe in search of food, breeding grounds and warmth. From the company’s headquarters in Cornwall to the Arctic Circle; Frugi’s design team made its way across land and sea to draw inspiration for this new collection.
Highlights include the agile Arctic tern, swallows and wren birds on their annual migratory routes. Also, the Aurora Borealis lighting up the starry night skies and the traditional Swedish Dala Horse.
The a/w 21 Frugi collection also features playful characters and scenery that take inspiration from native Nordic fauna and flora. From iconic woodlands to the Northern Lights; Frugi’s new collection comes to life with colourful prints, patterns and styles alongside new features and core bestsellers.
New sustainable fabrics
Frugi is always looking at ways to create clothes with an ethical story. This season, it introduces innovative fabrics like a chunky 11w cord made from GOTS certified organic cotton. This features on both the Greta Dungaree Dress and Winnie Reversible Dungaree.
There is also a new soft, stretchy and lightweight 28w fine cord, which is ideal for leggings and dresses. For instance, the Coco Cord Dress, Carly Cord Skirt and the Cathy Cord Jeggings. The Estelle Party Dress, meanwhile, features a floaty recycled georgette fabric with Tencel lining. This makes the sustainable dress soft yet also durable and strong for longer wear. Finally, the unisex flecked Nila Nepp Top offers a GOTS certified wool and cotton jersey blend that is unique to Frugi.
Frugi’s outerwear and accessories for this season continue to utilise an innovative yet simple process of turning old polyethylene (PET) plastic bottles into a form of polyester that can be recycled and spun into yarn to make a durable, waterproof fabric. It takes 12, 500ml recycled plastic drinking bottles to make just one jacket for ages 4-6 years.
Knowing that 90% of seabirds have plastic in their stomachs as well as there being 159 plastic bottles for every mile of beach in the UK, Frugi’s a/w 21 outerwear and accessories are a sustainable choice for any young explorer.
Digital assets
Reflecting both the pandemic and Frugi’s ethical values, the brand’s digital sales assets have been enhanced with further developments to the B2B website. Incorporating interactive digital look books, graphics and video, the new streamlined digital wholesale experience replaces the past hard copy printed versions; bringing Frugi in-line with the latest technology in sustainable wholesale platforms.
Sustainable growth
Frugi is enjoying a burst of consumer growth of over 60% on last year. This positive trend began in March 2020 and 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 was launched in 2004 when Cornish couple Kurt and Lucy Jewson found it difficult to find ethically made, GOTS certified organic cotton clothing to fit over their son’s cloth nappies. From their rural cottage, the idea for a range of ethically made childrenswear was born. Today, Frugi has 17 million in turnover and 109 employees; proving you can be both successful and operate a sustainable, ethical business at the same time.
For further information on Frugi, please click here. For wholesale orders, email info@frugiwholesale.com.
