Exclusive interview: Frugi’s organic mother & baby fashion

What do you consider to be important in designing clothing for babies, children and mothers?

To us it’s really important that each garment is as beautiful and as cleverly designed as it possibly can be. Babies and children move in their own individual way, so we try to take that into account, designing the clothes with specific stages in mind with padded knees for crawlers, zip off trousers for boisterous boys who are always on the move and so on. When it comes to designing for mothers, the main thing for us is that the clothes are both stylish and practical – we know what it’s like to feel like you’re wearing a shapeless potato sack after you’ve just had a baby, and we don’t want Frugi mums to feel that way, and we want them to feel a bit more confident when they’re breastfeeding in public, knowing that their tummies aren’t on display!

Frugi uses chemical-free certified organic cotton and non-GM potato starch packaging. Why was it important that Frugi be an ethical company?

Frugi is a little bit in love with organic cotton… it means we can look after everyone really well – from the farmers that grow our cotton and the tailors who make the clothes, to the children that wear them. And since there are no nasty chemicals involved the planet gets a better deal too. Lucy and Kurt are very conscientious people – it’s just part of their nature to care about the people involved with Frugi and the planet too, and they would never sacrifice their own ethics just to make money. They’re doing a fantastic job of proving that ethical businesses really can be successful.

What’s in store for summer 2010?

Our collection is bursting with bright colours, offering more than your stereotypical blues and pinks. With lots of fun chartacters to meet they’re sure to make you smile. Our popular little seasonal tribute to Cornish Blue crockery will inspire you to dream of sunshine and sandy days too.

Frugi