Frugi's Important Mission...to be the most desirable and trusted clothing brand on the planet!

Yes, we know the planet's a big place, but we're a fast growing brand with loads of ambition! So here's what we're doing to take us a little bit closer to achieving our mission:

We improve the lives of everybody on Planet Frugi, from the people who grow our cotton to the people who wear our clothes.

We do loads of good stuff, but most importantly we make sure that everybody gets looked after. We choose organic cotton becuase the farmers and their families don't run the risk of being poisoned by yucky pesticides, and the farmers receive a fair price for their hard work. The clothes are made in ethical factories, by adults who receive a proper wage and work sensible hours. But it doesn't stop there, our customers get to dress their little ones in clothes that look gorgeous, don't irritate the skin and that are well designed and hardwearing.

We design clothes that children love to wear.

Our clothes are designed to make children and their parents giggle and smile. We make sure that seams are strong, fabric is forgiving and sumptuously soft (not scratchy) and waistbands don't pinch. Hopefully this means that lots of children all over the planet choose Frugi clothes when they get dressed in the morning.

We always strive to exceed our customers' expectations

We love our customers, so we do everything we can to make sure that they get treated even better than VIPs! We don't always get it right (we may live on Planet Frugi, but we're only human!) but we're always learning and improving, and if we did something well yesterday we'll try and do it even more brilliantly tomorrow. We promise!

We ask, we listen, we understand, we act

Well. we don't want to go charging in like a bull in a china shop...we want to talk to you, find out what you think, get our heads round any new ideas and then make a really good decision. That's why we like talking to you on Facebook and Twitter and reading your reviews and stuff. It's all helping us to build a stronger brand, design even more beautiful clothes and generally get better at what we do.

We have fun along the way!

We've got an incredible team of brilliant people here at Frugi and we're all really passionate about what we do. Yes, we know everybody says that, but it's really true. Honest. We love Frugi! We all pull together, work hard and get things done, which means that there's plenty of time for fun too! So we have a giggle (usually at Kurt's expense!), eat plenty of cake and enjoy being part of a fantastic brand. Yippee!!