Planet-friendly, organic children’s clothing brand, Frugi, is launching its a/w 24 collection, Super You, to wholesale trade partners. Celebrating courage, bravery and togetherness, the collection aims to inspire children to unleash their inner superheroes and soar with confidence.
Frugi’s design team embarked on an inspirational journey to gather first-hand insights for creating the Super You collection. They met incredible creatures, ventured into enchanting woodlands, and exchanged dreams and aspirations. This collection encapsulates the vibrant discoveries and experiences they encountered, resulting in a range of clothing that is as unique as the children who wear it.
Super You is all about tapping into that wellspring of inner strength.
From lively and vibrant prints to hard-wearing, practical outerwear, each piece is fashioned with care and attention to detail. Commenting on the collection is Jeni Bolton, Frugi’s Product and Brand Director.
“Our a/w 24 collection will launch as Frugi turns 20 years old. This coming of age feels like the perfect time for some reflection and celebration. Frugi began its life as a solution to an environmentally aware mother not finding the right (and bright) clothes for her new baby in a world of drab, organic cotton offerings. Enter Frugi. Colourful, joyful, playful, full of magic, brimming with courage and with a clear purpose and reason for being. To do things differently. Better. More considerately. To challenge ‘normal’ practice. To offer beautiful, bright children’s clothing that’s organic, clever, and kinder to our planet.
“These values and approach to design remain our priority. Twenty years on, we are still creating products with purpose. Not only in their ability to support and enable the joy of play and outdoor adventure, but also in how they have been produced. Gentle, durable, and sustainably sourced fabrics created with love by a supply base we trust and nurture. So, dive into our Super You Collection and discover pioneering product from fully recyclable circular styles to joy-inducing print designs, and be reminded that there is magic and courage in all of us.”
Collection highlights
The Super You collection includes the new Penhale Parka, Frugi’s first waterproof organic cotton coat. Plus, the new longline Reversible Toasty Terrain Jacket with extra wadding and a fully circular design, making it recyclable at the end of its usable life. This season also includes timeless GOTS organic cotton chunky cords that make for versatile outfitting and festive knits that are a staple for any Christmas wardrobe.
Frugi’s Super You collection is available via NuORDER and will also be showcased at INDX Kids on 28-29 January 2024.
