Close this search box.

Sustainable children’s clothing brand Frugi joins shared wardrobe provider thelittleloop to tackle waste in childrenswear

thelittleloop: ethically sharing kids clothes to cut waste

Ethical and sustainable children’s clothing company Frugi, has launched the UK’s first shared wardrobe for kids to help reduce the vast amount of waste generated by discarded kids clothes.  

Working with thelittleloop – an online wardrobe that parents can subscribe to and have access to pre-loved, out-grown clothing – Frugi is looking to help tackle the large amount of wasted childrens’ clothing that gets thrown out each year.

Frugi, which means fruits of the earth in Latin, is a Cornish-based ethical children’s clothing and accessories company that’s making a big impact on the children’s fashion industry with a rigorous planet-friendly ethos.

With 122 Frugi styles to choose from at thelittleloop, parents can now sign up for a subscription to rent a bundle of clothes that fit their child at that point in time and enjoy them for as long as they want. Once these clothes are outgrown or no longer wanted, they can be returned and swapped for something else. Swapping clothes instead of buying can save over £900 per child per year.

Founded by lifelong sustainability advocate, Charlotte Morley, thelittleloop has the guiding principle that keeping kids clothing in circulation – not unworn and unloved in a closet – is the best way to reduce its environmental footprint, thelittleloop is a sustainable, shared wardrobe for kids. By enabling clothes to be swapped when they’re no longer needed, thelittleloop offers parents maximum convenience, choice, and value, whilst also guaranteeing every product reaches its full life potential.

From just £18/month parents can access between £165 and £380 worth of clothes, with unlimited swaps and stain insurance included. They choose the best plan for them and spend their credits on the clothes their child needs at that moment in time. Items can be swapped whenever the parent chooses, to free up credits to spend again on a new selection of items.

Thelittleloop partners with ethical and sustainable children’s brands who each still own the garments given to rent, taking on a share of the rental revenue and sharing the responsibility for the lifespan of the garments. This means the longer a garment is rented out for, the more revenue the brand will receive, therefore the brands are rewarded for the durability of manufacture, style, and appeal of their products. Feedback on the garments’ performance and durability is given to the brands, allowing them to continually improve their products and increase the environmental benefits of the overall model.

Frugi prides itself on its sustainable commitments throughout the business while exporting to over 500 retailers in 30 countries across the globe. With a wider mission to help inspire a new generation of eco-heroes to change the world, the partnership with thelittleloop helps Frugi work towards their goal of a closed-loop circular economy.  By encouraging the re-use of clothing, the partnership with thelittleloop will help cut down on the 300,000 tonnes of clothing waste going to landfill every year in the UK alone.

“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”, Frugi CEO Sarah Clark comments. “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”.

“We don’t just want to make it easy for parents to dress their kids in style without the guilt of fast fashion,” says thelittleloop founder Charlotte Morley. “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,” she says.

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on