Introducing… The Little Loop

Did you know? According to a WRAP study, by extending the life of clothes by just 9 months we would save £5 billion in resources used to supply and dispose of clothing.

The Little Loop is the UK’s first shared wardrobe for kids and they’re on a mission to create a world without children’s clothing waste! By working hand in hand with the fashion industry they are creating the most sustainable way for every parent to dress their children in clothes they love.


We’ve partnered up with The Little Loop to offer you the chance to join the sharing revolution. You’ll be able to rent a selection of your Frugi favourites, enjoy them stress-free knowing you’re insured against stains and general wear and tear, and then swap them whenever you like.


“Save time. Save money. Save their planet. Join our rotating closet for heroic kids and parents, never waste clothes again.”

Meet Charlotte Morley, founder of The Little Loop

Charlotte founded The Little Loop while on maternity leave from her job as Head of Digital Product at Notonthehighstreet. She describes it as both the biggest risk she’s ever taken, and the best thing she could imagine doing for her children’s future.


As a lifelong sustainability advocate and self-confessed geography geek, Charlotte had been horrified by the amount of clothing waste generated by her two children. Yet she realised that the existing system of hand-me-downs and charity-shopping was haphazard, offered little choice for parents and cut brands out of their own secondary market, reducing the incentive for them to create clothes which would last. Drawing on her retail and technology experience (and slightly less on the 10 years she spent working in intelligence!) she set out to create a sustainable, shared wardrobe for kids. It is designed to offer parents maximum convenience, choice, quality, and value while simultaneously guaranteeing every garment lives its full potential life. And the brands on offer take a share of the rental revenue, so that they share responsibility for the lifespan of the garments, and can feed data on their performance back into supply chains to increase the environmental benefits of the model.


“We have enough clothes on the planet right now to clothe the next 6 generations of the human race.” – The Great British Sewing Bee, BBC

How does it work?

An easy solution for parents looking for the most sustainable way to dress your kids in style!


1. Choose… A plan and spend your credits on the clothes your child needs right now.



2. Feel like a hero… As long as your subscription is active, the clothes are yours to enjoy. And insurance is included so you don’t need to worry about a thing.



3. Repeat… Swap items whenever you like to free up credits to spend again on a whole new selection.



“If we extend the life of clothes by just 3 months it could reduce the UK’s carbon footprint by around 10%.” – Love Your Clothes

To celebrate our partnership with The Little Loop we’re giving our lovely customers the chance to win a 3 month subscription for you to try the sharing revolution for yourself! PLUS we’re giving away a selection of Frugi accessories made from 100% recycled plastic bottles! Simply fill out the form below for your chance to win… Good Luck!


This giveaway opens 13th September 2021 and closes midnight 30th September 2021. It is open to UK residents only, full Terms and Conditions can be found here.


Your brain may be buzzing with questions of how this could work for you. From wondering how clothing rental works, what benefits it has to you, your children and their future, what kind of clothing could be available to you, and much more! We will be joined by Frugi’s CEO, Sarah Clark, and The Little Loop’s founder, Charlotte Morley for a live Q&A to discuss it all!


So join us and find out more about Frugi’s sustainable clothing, the UK’s first shared wardrobe for kids and The Little Loop’s mission to create a world without children’s clothing waste LIVE on our Instagram Thursday 30th September at 1:30PM (BST).