Cut4Cloth was created in 2004 (later rebranded to Frugi, Latin for fruits of the earth). The brand and products were created as an answer to the founder's struggle to find clothing to fit over their son’s cloth nappies. Right from the start, the mission was to show the world that you can create a great brand whilst upholding strong ethical and environmental values.

Frugi is now the UK’s leading ethical and organic children’s clothing brand, found globally in over 550 retailers across 30 countries!

As we grow and take on exciting new opportunities, we still stay true to our ethos and mission. We still only use organic cotton grown by farmers we trust; our outerwear and swimwear are made from recycled plastic bottles and we are always exploring new ways to innovate, putting people and our planet first.

We donate 1% of our turnover to charity each year, supporting children’s charities who are making a positive difference to the lives of little ones through our Little Clothes BIG Change charity giving project.


  • Frugi was born, or rather, ‘Cut4Cloth’ was born, (as that was our name way back when) as a ‘Eureka!’ moment when our founders, Lucy & Kurt struggled to find clothes to cover their newborn’s cloth nappies.

  • 2008 saw us change our name to ‘Frugi’ – meaning ‘Fruits of the Earth’ in Latin. The first ever Frugi breastfeeding range launched, then called ‘Frugi Mother’, and our kids’ collection was extended up to 7 years.

  • We waved goodbye to our lovely office at Gear Farm (Kurt was very sad to leave the organic pasty shop downstairs!) and moved the ever-growing Frugi team into our lovely, purpose-built HQ (still in beautiful Cornwall of course!).

  • Head of Design, Jeni, invented our iconic Parsnip Pants! With plenty of wriggle room to fit over fluffy cloth bottoms, these pull-ups have an adjustable waistband and cuffs that can easily be unfolded for extra height, ready for growth spurts!

  • In 2014 we received a very prestigious award from her majesty the Queen! We were the first childrenswear brand to ever win The Queens Award for Enterprise in International Trade for export sales growth in the past six years.

  • This year saw the launch of our ingenious range of Puddle Buster coats and waterproof trousers made from recycled plastic bottles. Turning old plastic into Frugitastic and making sure little ones can explore the outdoors no matter the weather!

  • ‘Little Clothes, BIG Change’ was created, our very own charity project aiming to make a real difference to the lives of children and their families all around the world. By donating 1% of our turnover each year we are helping to make a BIG change.

  • We embarked on a new and exciting journey with investment company, True.  The Frugi HQ team continued to grow in sunny Cornwall and reached 100 employees! We also won another Gold Healthy Workplace Award!

  • In 2019, we celebrated winning the ‘Kids Brand of the Year’ accolade in the prestigious Drapers Independents Awards. Judges described Frugi as a dream supplier and just the kind of brand independents want to work with!

  • Our Frugi family grows to welcome TotsBots and Bloom & Nora. Read more here >
  • This year we were awarded not one, but TWO Queen’s Awards for Enterprise, Sustainable Development and International Trade! The Queen’s Awards for Enterprise are the most prestigious awards for UK businesses, recognising and encouraging outstanding achievements.



We make our clothes positively for people and planet. Find out more about our suppliers and how we work with them...


Since the beginning we have made sure we give back. Every little thing you buy from Frugi helps to make a BIG change as we give 1% of turnover to charity...


We try to ensure there are plenty of clever features in our clothes to help them last longer and make life that little bit easier...

"We create clothes that let kids be kids, full of beans and having fun..."


Since Frugi was born in 2004 we have always believed passionately about caring for people and the planet.

We want to be completely ethical, honest and transparent in everything we do. Ensuring our suppliers are operating at a high ethical standard and creating the right environment for the people who work for Frugi is very important to us.

We take great pride in the relationships we develop with the companies and people who supply our goods and services and we aim to build long standing partnerships with our suppliers by working fairly and honestly.

We not only expect our suppliers to obey the law but we also
want them to respect the well being of their employees, communities and the environment in which they work.

We regularly visit our suppliers to make sure that everything is ship shape and they are working to the Frugi Code of Conduct…


No underage children are employed or recruited by us, we make clothes for children not by children

We do not agree with forced labour and employees are free to leave their employer at any point (with reasonable notice of course)

Our suppliers do not hire, compensate, promote or terminate employment based on race, caste, nationality, religion, age, disability, gender, marital status, sexual orientation or political membership.


• Wages and benefits paid for a standard working week must meet industry benchmark standards or national legal requirements (whichever is higher).

• We insist that working hours comply with local and national laws and no workers work more than 48 hours per week.

• Overtime is voluntary and paid at a premium rate and will not exceed 12 hours per week.

• All employees are treated with respect and a safe, clean, hygienic environment is provided.


We make our clothes positively for people and planet. Find out more about our suppliers and how we work with them...


We have a story to tell and a mission to accomplish: To show that superb design, great ethics and passionate people can help to change the world...


We try to ensure there are plenty of clever features in our clothes to help them last longer and make life that little bit easier...