Frugi
United Kingdom
Frugi is a Cornwall-based British childrenswear brand focused on clothing made from organic cotton and recycled materials. It was founded in 2004 by Lucy and Kurt Jewson, and specialist retail investor True took a majority stake in 2018. It matters as an early UK example of sustainability-led children's fashion.
| Founded | 2004 |
|---|---|
| Founders | Lucy and Kurt Jewson |
| Headquarters | Cornwall, United Kingdom |
| Majority investor (2018) | True |
| Segment | Childrenswear |
| Website | welovefrugi.com |
What is Frugi?
Frugi is a British childrenswear and baby clothing brand based in Cornwall. It describes its range as ethical clothing and accessories for children, with a strong emphasis on organic and recycled materials. Its sister brand TotsBots makes reusable nappies.
History
The business was founded in 2004 by husband and wife Lucy and Kurt Jewson. It received the Queen's Award for Enterprise in 2014. In July 2018 the specialist retail investor True acquired a majority stake, and Hugo Adams became chief executive. In February 2021 Sarah Clark, previously chief commercial officer at OKA and before that at Rapha, was announced as his successor, starting on 1 March 2021. The current leadership has not been verified for 2026.
Products and positioning
Frugi makes clothing and accessories for babies and children. A 2021 Business Cornwall article reports that about 85 per cent of its clothing is made from 100 per cent GOTS-certified organic cotton, while the remaining 15 per cent uses yarn spun from recycled PET plastic bottles, mainly for outerwear, accessories and swimwear. Design features cited include reversible styles, adjustable waistbands, interactive appliques and baby ranges designed to fit over cloth nappies.
- Organic cotton as the core material
- Recycled PET yarn for outerwear and swimwear
- Donation of 1 per cent of annual proceeds, according to the 2021 article
Business model and distribution
The brand sells through its own website, welovefrugi.com, and has opened physical shops in Cornwall, including a store reported in 2018. The sources consulted do not give a full breakdown of wholesale versus own retail, so this profile does not quantify it.
Why it matters
Frugi shows how a regional British label can build a distinct identity around material sourcing in a category where parents often prioritise fabric and safety. Its investor-backed growth since 2018 makes it a useful reference point for sustainability-led childrenswear.
Frequently asked questions
Who owns Frugi?
Specialist retail investor True acquired a majority stake in Frugi in July 2018, according to The Industry Fashion. The founders Lucy and Kurt Jewson started the business in 2004. Current ownership has not been verified for 2026.
Where is Frugi from?
Frugi is a British brand based in Cornwall, in the south west of England. It makes organic cotton and recycled-material clothing for babies and children.