Our Story
We’re Frugi, the people-and planet-conscious childrenswear brand on a mission to inspire a love for the planet we play on.
Frugi was born in 2004 from a simple parenting moment. Marine Biologists and Founders Lucy and Kurt needed clothes that would fit over their newborn son’s reusable nappies and realised there wasn’t a solution out there that combined practicality, sustainability and joyful design. So, they created it themselves. What started as a small idea quickly grew into a global childrenswear brand loved for its clever designs, vibrant prints and commitment to doing things better.
Lucy and Kurt led Frugi until 2018, helping shape the strong values and playful spirit that still define the brand. Today, Frugi is led by Jeni and Kim-Marie, who both worked alongside Lucy and Kurt for many years and know the brand inside out. In fact, Jeni, who joined Frugi back in 2010, designed and named some of Frugi’s most iconic pieces, our much-loved Parsnip Pants and our twirl-tastic Skater Dress! Together they lead a team that’s passionate about moving Frugi forward with a pioneering approach that nurtures the magic that makes it so special.
And that magic has always been carried by our people. Many members of the Frugi team have been part of the journey since the early days, while others joined along the way and quickly fell in love with the brand. Behind every collection, print and idea is a team that truly believes in our mission, loves our product and is dedicated to making Frugi magic every day.
Crafted to keep up with the wildest playtimes, Frugi is on a mission to make clothing last even longer. From GOTS-certified styles made with durable organic cotton to fabrics created from recycled plastic, there’s thought in every thread. Our highly skilled team continues to grow our circular collections, creating more options designed to stay in use for longer, helping reduce textile waste and the need for virgin materials.
In 2025, Frugi became a Certified B Corporation™, scoring 90.9. Every area of the business, from ethical supply chains to team wellbeing, has been rigorously assessed. We’re proud to be part of a global movement of businesses working to create a better future for people and the planet.
Our Journey
2004
Frugi was born!
2006
The team moved from the founders' back bedroom in Constantine to a converted barn office at Gear Farm on the Helford.
2008
Frugi’s first breastfeeding collection launched.
2010
After 4 fruitful years at Gear Farm, the team relocated to Helston HQ.
2012
The iconic Parsnip Pant was invented by our Product & Brand Director Jeni.
2014
First childrenswear brand to win a Queens Award for Enterprise in International Trade.
2015
Launched our much-loved Puddle Buster Coats and Trousers range.
2016
Donated over £500k to charity (yippee!)
2018
Created our Frugi Family Facebook
Community (now with over 19k members!)
2019
Awarded Drapers Kids Brand of the Year.
2020
Awarded 2 Queens Awards.
2022
Reached a milestone of donating
over £1 million to charitable causes!
2024
Awarded Drapers Award for Best Circularity Initiative with the world's first certified childrenswear circular collection.
2025
Frugi officially became BCORP Certified with a score of 90.9!
2025
Frugi own Footwear Launches!
OUR MISSION
We need to talk.
About the fact that cheap things cost more. Cheap things wear down, wear out and fall apart.
The clothing industry fills our oceans with microplastics, our rivers with pesticides and our air with CO2. Every second, a rubbish truck of clothes is dumped into landfill. All in the pursuit of fast fashion.
We're Frugi. We sell things, yes, but we're creating them differently. Durable, sustainable clothing designed for adventure and made to last. That's what we do. Made with care, crafted from gentle fabrics and created with kindness. To pass on, patch up or recycle.
Because a cheap, throwaway society is costing us all the one thing we can't buy back: Our home.
Really, kids don't need more clothes. What they need is more trees, fresher air and cleaner oceans. More joy, more fun, and a bright, bright future - for them, and for the planet they play on.