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Frugi goes Circular

The leading sustainable childrenswear brand announces its partnership with Circular Textiles Foundation.

Cornish-based Frugi is raising its eco credentials to provide certified circular children’s clothing and will be the first kids’ clothing brand to join the Circular Textiles Foundation’s revolution.

The Circular Textiles Foundations is an initiative which provides an independent circularity standard for genuine accountability, transparency and peace of mind. The foundation turns the concept of circularity into a reality by making it accessible to all.

As the first childrenswear brand to join the Circular Textiles Foundation, Frugi has truly taken to heart what it means to be circular. Following an in-depth series of circular design workshops with the foundation, the brand is working to embed key circular principles throughout the design, development and manufacturing process, to create a range of fully recyclable clothing for the SS23 season.

The Circular Textiles Foundation certification mark will be carried on 22% of the new SS23 collection, with a goal to encompass the entire organic cotton range for future collections. This mark guarantees the garment has been designed to be recycled by a specific facility, which processes it into a new fabric. The fabric can then be used to make new clothing, eliminating waste, reducing the need for virgin materials, and reducing CO2 emissions.

Frugi customers can then actively join in with the circular journey by scanning the QR code on the tag to find out how and where it can be recycled.

Sophie Scanlon, head of circular design for the Circular Textiles Foundation, commented: “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.”

Sarah Clarke, ceo of Frugi Group, added: “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 grown 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. We can’t wait to launch our spring/summer ’23 range with the new certification and to show that we are serious about making a genuinely circular product, and to protect the planet we play on.”

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