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Industry Talk

Circular scheme for childrenswear

Customers can actively join in with the brand’s circular journey by scanning the QR code found on the tags of garments.

20th May 2022

Innovation in Textiles
 |  Cornwall, United Kingdom

Clothing/​Footwear, Sustainable

Frugi, the Cornwall, UK-based childrenswear brand with GOTS-certified organic cotton at its core for the last 18 years, is to join the Circular Textiles Foundation (CTF).

The first of its kind foundation provides an independent circularity standard for genuine accountability and transparency. Frugi prides itself on its sustainable commitments while exporting to over 550 retailers in 30 countries across the globe.

Following an in-depth series of circular design workshops with the foundation, Frugi is working to embed key circular principles throughout its design, development and manufacturing processes, to create a range of fully recyclable clothing for the Spring/Summer 2023 season.

The CTF certification mark will be carried on 22% of the new Spring/Summer ‘23 collection with a goal for it to cover the entire organic cotton range in the future. The mark guarantees that the garment has been designed to be recycled by a specific facility, which will process it into new fabric. The fabric can then be used to make new clothing. Frugi customers can actively join in with the brand’s circular journey by scanning the QR code found on the garment’s tag to find out how and where it can be recycled.

Frugi produces high quality and durable clothes that can be patched up, passed down and worn again and again, rather than being disposed of after a few wears. A key aim of partnering with the CTF is to prevent clothes going into landfill or. This aligns with Frugi’s aim to create an ‘end of life’ plan for all its garments, giving the brand full responsibility for the clothing it produces even after they are purchased by customers. Through the CTF partnership, each holder will continually be able to scan a garment’s label and recycle it, no matter how many times it is passed on to siblings, friends and relations.

“We’re excited to be joining a ground-breaking initiative like the Circular Textile Foundation,” said Frugi CEO Sarah Clark, “Our clothes are already designed to grow with children, using reversible prints, interactive appliques and extendable cuffs, waistbands and shoulder straps. Our commitment to eliminating waste will be further strengthened by our partnership with the foundation, especially as the first childrenswear brand to join.”


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