In 2004, Lucy and Kurt started Cut4Cloth, from a need to find clothes that fitted over their son’s cloth nappies.

They wanted to create a great brand whilst upholding strong ethical and enivronmental values, which they have successfully done!

Over 18 years later, Frugi is now the UK’s leading ethical and organic children’s clothing brand and has expanded to over 550 retailers across 30 countries.


Not only do Frugi design clothes that grow with little ones and make for easy dressing but, they also make sure they are made ethically and sustainably.

Frugi only uses organic cotton grown by farmers they trust and their outerwear is made from recycled plastic bottles.


No nasty chemicals are used in organic cotton farming, and the chemicals used in the processing of our cotton, such as dying and printing, are strictly controlled making it much softer, gentler and kinder to your little one’s delicate skin.


Organic cotton creates good quality and durable clothes that last long, so you can buy less, buy better and pass the clothes on and on.


Organic farms have up to 50% more wildlife than conventional farms, and growing organic cotton helps combat climate change by creating healthier soils, ecosystems and cleaner waterways.

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even more reasons to love frugi


Little ones grow fast, so to reduce the impact on our planet Furgi designed clever features to help clothes fit for longer.

These features include extendable straps, cuffs & waistbands that grow, adjustable poppers, multiple ways to wear and extendable Sleeves


Two designs in one, ideal for quick outfit changes and giving more choice.

Reversible styles are available in coats & jackets, dungarees, dresses, trousers and shorts.


Perfect for dressing independent or wiggly little ones, these styles are there to make life that bit easier.

Easy dressing features include guide poppers, easy on necklines, integrated scratch mitts, dress themselves styles and pull on waistbands.


Engaging little ones in exploring textures and interactive designs with interactive characters, tactile textures, embellished details, character pockets and engaging fine motor skills.