Exclusive interview: Frugi’s organic mother & baby fashion

Cute, fun and functional, Frugi make chemical-free, organic clothing for babies, children and mums. Greenmystyle.com spoke to Frugi’s Emma Vyvyan about how the label has evolved over the past six years and what sweet delights are in store for summer. Lisa Cugnetto writes.
Tell us a bit about Frugi. When was it established and how did it come about?

Frugi first began six years ago as Cut4Cloth – inspired by Lucy and Kurt’s [its founders] first son Tom who, wearing cloth nappies, had a bulkier bum and clothes which didn’t fit. Organic clothes were also hard to find so Lucy was inspired to start the business, selling organic clothes specifically designed to fit cloth nappies while she was on maternity leave. Cut4Cloth then grew up and rebranded as Frugi to reflect the wider range, which includes clothes for newborn to six years old and a range of breastfeeding tops for mums.

Who are the team behind Frugi?

Lucy and Kurt are the co-founders who now head up a fast growing team of 16. The team is divided into ‘Today’ (customer service and getting orders sent out speedily) and ‘Tomorrow’ (design and marketing, and general ideas) departments. We’re a happy bunch of folk enjoying working in a company that is full of beans and that looks after everyone along the way, helping the planet too.

Does having parents working as part of the team help?

Yes, absolutely! We’re always bouncing ideas of each other – and we often have different ideas about things depending on what age our children are, or whether we’ve got boys or girls. It helps keep us focused on designing the clothes with the children in mind, to make sure that there are no pinching waistbands, and to try and get as much use out of one garment as possible with versatile roll up and down trousers and reversible tops (great for hiding ice cream dribbles!).

What does Frugi mean and what’s it all about?

Frugi means ‘fruits of the earth’ in Latin. In a nutshell, it’s all about scrumptiously soft organic clothing that stands up to outdoor living. The clothes are made for any adventure and are full of beans just like the children that wear them. On top of that, they are designed to let children be children, so that they can get on with exploring the world – we make our clothes to be as versatile and comfy as possible.

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