The Frugi Story

In 2004 Lucy and Kurt had their first baby, Tom. They decided to put him in cloth nappies as part of their attempt to help the planet out a bit. But they soon discovered that it was incredibly tricky to find any clothes that would fit his big cloth nappy bottom. All the baby clothes in the world seemed to be designed for smaller, disposable nappies.

The only solution, they decided, was to make their own baby clothes, and sell them to other people experiencing the same problem. Their business was born…and they named it Cut4Cloth.

It was always very important to Lucy and Kurt that they ran their business in the best way that they could. That’s why they chose to make their baby clothes from ethically manufactured organic cotton. The clothes were a triumph and parents across the planet were relieved to finally find clothes to fit their own big-bottomed babies.

With things going so well, Lucy and Kurt decided to extend the range. They started making some organic kids clothes, and after their second son was born Lucy realized how rubbish her nursing clothes were so they introduced some breastfeeding wear too.

At that point the name ‘Cut4Cloth’ no longer seemed to fit the bill. So, in 2008 we had a bit of a facelift, and changed the brand name to Frugi which means ‘fruits of the earth’ in Latin.