Sustainable children’s clothing brand, Frugi, is helping to cut down clothing waste with the UK’s first shared wardrobe for children.
The new partnership aims to drive forward the need for sustainability and longevity in children’s clothing. With 122 Frugi styles to choose from at Thelittleloop, parents can now sign up for a subscription to rent a bundle of clothes to fit their child at that point in time and enjoy them for as long as they want.
Once the clothes are outgrown, or no longer wanted, they can be returned and swapped for something else. It is estimated that swapping clothes instead of buying can save over £900 per child per year.
Frugi uses 100% GOTS certified organic cotton for 85% of its clothing. Encouraging customer to reduce, reuse and recycle, the remaining 15% of products are made from old polyethylene plastic bottles that have been spun into yarn to make durable, waterproof fabric for outerwear, accessories and swimwear.
With a wider mission to help inspire a new generation of eco-friendly consumers, the partnership with Thelittleloop helps Frugi work towards its goal of a close-loop circular economy. By encouraging the reuse of clothing, the partnership with Thelittleloop will help to cut down on the 300,000 tonnes of clothing waste going to landfill every year in the UK.
Frugi ceo, Sarah Clark, commented: “We’re thrilled to collaborate with Thelittleloop, who share in our ethical and environmental values to help reduce both our customers’ and our own impact on the environment. Using organic cotton, which is more durable, means our clothes are made to last, and Thelittleloop is helping us to further extend the lifespan of these clothes, that have been and will continue to be loved for more generations.”
Founder of Thelittleloop, Charlotte Morley, added: “We don’t just want to make it easy for parents to dress their kids in style without the guilt of fast fashion. We also want to support brands like Frugi who are going above and beyond to make clothes in the best possible way. Their clothes are such incredible quality that they work perfectly for rental.
“Plus, we hope we can help even more people than before access these ethically produced garments for their children instead of resorting to the high street. Working with Frugi has been a dream come true and I’ve been blown away by how open they’ve been to adopt such a revolutionary new way of doing things.”
