The organic children’s wear brand, Frugi has launched a new collection focusing on circularity with a collection of products designed specifically to be recycled when worn out.
Frugi joined forces with the Circular Textiles Foundation just under a year ago as the platform’s first children’s brand. Since then the clothing brand has been working closely with them to fine tune their design, development, and manufacturing processes within this collection are embedded with key circular principles.
The collection, titled Frugi’s Recycle Me range, has been stamped with the Circular Textiles Foundation ‘Infinitee’ mark which certifies the clothes as recyclable. It is also a symbol of the company’s genuine accountability and transparency.
Noted to be a first of its kind in the childrenswear market, the premise is about recycling clothes back into clothes. Unlike traditional garment recycling – which is often about reuse or down-cycling as the clothes are shredded into scraps for padding and fillings – they do not end up in landfills or incinerators at the end of their usability.
Instead, they are sent for recycling through the Circular Textiles Foundation to a specific recycling facility that will process them into new yarns. These yarns can then be used to make new clothing, thereby eliminating waste, reducing the need for virgin materials, and lowering CO2 emissions.
Padouki Fielding, head of brand partnerships for the Circular Textiles Foundation, said: “It’s been brilliant working with the team at Frugi to support them in creating their first genuinely circualr clothing range, certified as recyclable. This is ground-breaking.
“They have showed how possible it is to embed circular principles into a clothing brand, continuing to raise the bar for childrenswear.”
Information on how customers can return and recycle their Frugi clothing after it has been passed on, patched up and worn out, will be accessible via a QR code on each item.
Jeni Bolton, product and brand director of Frugi, said: “Our design principle is to create beautiful products that bring joy, enable play, and withstand the wildest explorations. And now that we are working together with the Circular Textiles Foundation, we are starting to design with an end-of-life solution in mind. We are so proud to have achieved this with our pioneering circular collection.
“We want to inspire the future generation by taking responsibility for our clothing an the impact they have on our planet, as kids don’t need more clothes. They need more trees to climb, fresher air and cleaner oceans to splash in.”
Frugi’s new Recycle Me range will launch on 15 February within the team’s main Spring 2023 collection, featuring styles and designs inspired by their City to Seaside seasonal theme.
