In a world full of fast fashion and fleeting trends, it's refreshing to come across a brand that truly stands for something. One of the most beloved names in the world of ethical and organic children’s clothing is Frugi — a brand that doesn’t just make beautiful clothes, but tells a story of care, creativity, and doing the right thing from the very beginning.
🍼 The Frugi Backstory: Born from a Nappy Dilemma
Frugi began back in 2004 in Cornwall, England, when founders Lucy and Kurt struggled to find clothes that would fit over their baby’s cloth nappies. Frustrated by the lack of options, they decided to design their own — and from that simple need, Cut4Cloth was born.
As the brand grew, so did its vision. They rebranded as Frugi, which means "fruits of the earth" in Latin, and expanded their range while staying true to their roots: creating joyful, high-quality, and sustainable clothes for babies, kids, and now even adults.
🌿 What Frugi Stands For
Frugi isn’t just about fun prints and clever fits — it’s about values. From day one, the brand has placed people and the planet at the centre of everything they do.
Here’s what sets Frugi apart:
✔ 100% GOTS-Certified Organic Cotton
All of Frugi’s cotton garments are made with GOTS-certified organic cotton. This means no harmful pesticides, less water use, and better outcomes for farmers and their communities. Plus, the fabrics are incredibly soft, durable, and breathable — perfect for wriggly babies and adventurous toddlers.
✔ Planet-Friendly Production
Frugi works closely with trusted factories that meet the highest environmental and ethical standards. They’re also on a mission to reduce plastic waste — using recycled plastic bottles to make their outerwear and swimwear.
✔ Giving Back
Frugi donates 1% of its turnover to charity every year. Through the Little Clothes BIG Change initiative, they support projects that help people and the planet — from environmental education to maternal healthcare and refugee support.
✔ Bold, Colourful, and Joyful Designs
Let’s not forget the signature Frugi look: bold colours, cheerful prints, and playful characters that kids adore. These aren’t just clothes — they’re conversation starters, memory makers, and hand-me-down favourites.
🌍 A Certified B Corp
Frugi is proudly a Certified B Corporation, meaning they meet rigorous standards for social and environmental impact, transparency, and accountability. Being a B Corp isn’t easy — and that’s exactly why it matters. It’s another way Frugi shows they’re walking the talk when it comes to responsible business.
💬 Why We Love Frugi
At Baby goes Retro, we’re proud to stock Frugi because it reflects everything we believe in: safe, low-tox, ethically made clothing that lasts — and makes you smile. Whether it’s a cosy sleepsuit, a vibrant dress, or a waterproof jacket made from recycled plastic bottles, every Frugi piece feels good in more ways than one.
Frugi proves that you don’t have to choose between style, comfort, and values — you can have it all, beautifully stitched together.
✨ Final Thoughts
Frugi’s journey from a cloth nappy solution to a globally respected ethical brand is a true inspiration. They’ve stayed playful, purposeful, and planet-conscious every step of the way — and it shows in every product they create.
So, if you're looking for clothing that’s as gentle on your child’s skin as it is on the Earth, Frugi is a perfect choice. It’s more than a brand — it’s a movement in mini sizes.
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