Organic Children's Clothing Brand Frugi Continue to Grow in the Recession

Sep 01, 2010, 02:00 ET from Frugi

HELSTON, England, Sept. 1 /PRNewswire/ -- Dynamic brand Frugi are blasting away all the reports of doom & gloom with a belter of a new range, hailed by the 150 shops that stock them in the UK as their best ever. The range is full of all that is good about Autumn; the long walks swishing through fallen leaves, apple bobbing at Halloween, spectacular rainbows after the rain comes and harvesting all those scrummy vegetables you've been tending so carefully over the summer.

Frugi has been growing bigger and bigger over the past couple of years, in spite of the recession. Their success story has recently attracted the attention of BBC Spotlight who will be doing a piece on Frugi in the next few weeks. The interview with Lucy Jewson focuses on the growth of the brand and how government cuts could affect Cornish businesses.

So what is the secret to Frugi's success? Well, for the most part it's down to the product. Frugi is different to the rest with its baby clothing and children's clothes. It's made from 100% GOTS (Global Organic textile) certified cotton for starters, which makes it super soft in comparison to ordinary conventional cotton which is coated in resins and has weaker fibres due to all the chemicals used in boys and girls clothing production.

Frugi also know that you want to get the most out of your purchases too, so encapsulate lots of clever features to make them last longer; trousers have funky linings to make them look amazing when turned up and hoodies and snuggle fleeces are reversible so if the inevitable dribbles and spills occur they can simply be turned inside out to halve that nagging washing pile!

This is a brand which believes that in spite of having the most rigorous ethical & organic policies and giving over 10% of their profit to charity, their clothing has to be MORE beautiful than anyone else's to make people want to buy it and boy, does that show!

Lucy Jewson began the company because she couldn't find clothing that would fit over her child's environmentally friendly washable nappy, this company has defied the downturn with spectacular results and is now winning many national awards. Only last month Frugi were shortlisted as "Online Retailer of the Year" against big boys Riverford and Abel & Cole in the Observer Ethical Awards.

But their most treasured accolades are those made by their devoted Frugi fan base, just like Lisa Thorne writes on the Frugi Facebook page, "I have a big grin on my face every time my toddler is in her Frugi clothes, and she always gets compliments on them! The perfect combination of hard wearing, fantastically washable, beautifully detailed, quality clothes with no guilt trip (apart from the money spent in your sales lol..)"

That's the other thing that makes Frugi so special – they really do talk to their customers all the time, getting all important hints & tips that help them continually make sure that they are at the cutting edge of what's best in children's clothing. This is certainly the brand to watch!


Organic and ethical clothing company Frugi is 6 years old and based in Cornwall.  Frugi creates two main seasonal collections and two injection ranges each year for Frugi Baby newborn to 2 years young (which includes the Cut4Cloth range of clothes designed to fit over cloth nappies) and Frugi Kids range for 2-8 years cheeky, from Spring 2011.

Frugi Mother, a range of frump free organic cotton breastfeeding wear, recently won Gold for "Best Feeding Bra/Top" in Practical Parenting and Pregnancy Magazine's 2009/10 Awards

Thousands of readers voted for their 'Best Online Retailer' in this year's Observer Ethical Awards and the nominees were announced with Frugi alongside national foodie favourites Riverford Organic and Abel & Cole Ltd.  

For Autumn Winter 2010/11 their talented designers have come up with delicious country inspired prints, including appliquéd puddle ducks, cheeky caterpillars and rainbows adorning trousers skirts and dresses. Have you met the 'D'yathinkeasaurus' family of delightful dinosaurs?

Spring/Summer 2011 Collection

Frugi Girls (Newborn - 8 years)

Festival bunting and cottage gardens 'grow' on scrumptiously soft organic cotton in this range. Girls will enjoy creating fun outfits featuring pretty bolds, child-like florals and good enough to eat multi-colours.  

Frugi Boys (Newborn - 8 years)

Animals march 'two by two' – Hoorah! Baby boys will giggle and smile as they romp around 'Animal Island' with nautical blues, pirate stripes and bold highlights.  Plenty of cheeky characters to keep them amused! Bigger boys can explore the 'Pirate Island' clothing inspired from long summer days, beach camps and seashore discoveries.  

What makes Frugi even more special? Well, Frugi's design checklist is kept in mind at all times:

  • Will it make children and their parents giggle and smile?
  • Is every technical details optimised to ensure supreme comfort for your child?
  • Is the garment durable? Does it wash and dry easily and look good as new to be handed down to many others?
  • Can we design the garment so that your child gets more use out of it, make it reversible, roll up etc (two way design)

The new Frugi Gift Box offers a reusable and recyclable present solution for special little people and mums.  

Images and company logo are available by contacting Emma at

Interviews with Lucy and Kurt Jewson, co-founders and inspiring entrepreneurs, can also be arranged.

Frugi can also be followed on their Blog  Twitter (@Frugi) and on Facebook – Frugi Organic cotton clothes.  


Lucy Jewson

Emma Vyvyan


Frugi PR

Tel: 01326 572828

Tel: 01326 572828