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Children’s Wear Brand Frugi Cuts Waste With Circular Cotton Collab

Frugi, a children’s wear and accessories brand with GOTS-certified organic cotton at its core, is collaborating with the Cotton Lives On recycling program that gives life to worn out cotton clothing as roll mats often provided to people experiencing homelessness.

Frugi has also joined the Circular Textiles Foundation (CFT), which helped Frugi design a system of fiber-to-fiber recycling. The new CTF mark on Frugi labels will guarantee that Frugi clothes can be recycled to make new ones–customers can scan a QR code to find out where to send it.

The Cotton Lives On program’s purpose is to extend the life of cotton in a way that helps people and planet. The program promotes sustainable living by educating consumers on cotton’s natural lifecycle to divert unwanted cotton from landfills.

“Our participation in the Cotton Lives On program is another strong step for Frugi to become fully circular,” Sarah Clark, CEO of the Frugi Group, said. “Frugi believes in the power of cotton, demonstrated through our use of organic cotton, and this program embodies the importance of keeping these valuable fibers in circulation, and in doing so, protecting the planet we play on.”

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The initiative centers on cotton creating more than just clothes. As a fiber, cotton holds regenerative properties, so finding ways in which it can be reused and reworked enables the fashion industry to cut down on textile waste, Frugi said. Cotton Lives On focuses on using old cotton to be recycled and ultimately make roll mats to help people get a better night’s sleep, and through its collaboration, Frugi has contributed significantly to the production and delivery of the program’s first tranche of mattresses, made from 3,600 kilograms of cotton.

“The Cotton Lives On recycling program is about extending the life of cotton clothing,” Kim Kitchings, senior vice president at Cotton Incorporated, said. “Cotton is a natural, durable and sustainable fiber which can be recycled at the end of its life. The Cotton Lives On program is for clothing that has really reached the end of its use. So much goes into landfill and what we’re trying to do is make as much use out of this natural resource as possible by turning old cotton clothes into something useful. We are thrilled to have Frugi join the Cotton Lives On program working to reduce textile waste and close the loop on cotton sustainability as they look at opportunities with U.S. cotton.”

Frugi’s Babygrow line

Prolonging the life of new clothes is a major goal for Frugi’s sustainable journey. Rental partnerships with the thelittleloop, a U.K. subscription for children’s clothing, and Hire Street, for Frugi Bloom maternity wear, help customers save money and extend the life of clothes.

Designed in Cornwall, Frugi is available to buy online from and over 550 retailers globally in 30 countries. The full range includes new-born to 12 years, along with Frugi Bloom, a maternity and breastfeeding range. Frugi has developed many details for the clothing range to help prolong the lifespan, such as extendable sleeves and trouser legs.

CTF provides an independent circularity standard for the genuine accountability and transparency of brands involved, aiming to prevent garments going into landfill or incineration via diversion and recycling. A quarter of Frugi’s Spring-Summer 2023 range will carry the CTF certification mark, guaranteeing that garments are designed to be recycled, and creating an “end of life” plan for Frugi clothing.

The Cotton Lives On recycling program was jointly created in 2022 by Cotton Council International and Cotton Incorporated as a call-to-action to recycle cotton and give it new life by transforming it into something new. The program strives to inspire sustainable living by educating consumers on cotton’s natural life cycle and divert unwanted old cottons from the landfill.

Cotton Council International, the export promotion arm of the National Cotton Council of America, is a non-profit trade association that promotes U.S. cotton fiber and manufactured cotton products around the globe with the Cotton USA trademark. Cotton Incorporated, funded by U.S. cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton.