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Kidswear brand Frugi champions circularity with new partnership

Camilla Rydzek
19 May 2022

Cornish-based kidswear clothing brand Frugi will be the first childrenswear brand to join the Circular Textiles Foundation, an initiative that provides an independent circularity standard for accountability and transparency.

The partnership follows an in-depth series of circular design workshops with the Foundation and now Frugi is working to embed key circular principles throughout the design, development and manufacturing process, with the ambition to create a range of fully recyclable clothing for the Spring/Summer 2023 season.

The Circular Textiles Foundation certification mark will be carried on 22% of the new Spring/Summer ‘23 collection, with a goal to encompass the entire organic cotton range for future collections. This guarantees that the garment has been designed to be recycled by a specific facility, which processes it into new fabric.

Frugi customers can also join in with the brand’s circular journey by scanning the QR code found on the garment’s tag to find out how and where it can be recycled.

Frugi's focus sustainability has also seen it create durable clothes that can be patched up, passed down and worn again and again, rather than being disposed of after a few wears, which is also a pillar of the circular economy system.

Sarah Clark, CEO of Frugi Group, comments: “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.”

Sophie Scanlon, Head of Circular Design for the Circular Textiles Foundation, added: “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.’’

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