Founded by:
Lucy and Kurt Jewson

Founded in 2004, Frugi is the UK’s leading ethical and organic children’s clothing brand. It designs, manufactures and sells sustainably-sourced organic cotton apparel and accessories for babies, children and new mothers.

True acquired Frugi in July 2018 and works with the existing management team to support its ongoing scalable growth.

Primarily sold via its website, alongside retail partners including John Lewis, Zalando, Next and independent stores, Frugi’s fun, ethical, and innovative designs have helped the Cornish company foster a loyal and engaged customer base, notably leading to a Queen’s Award for Enterprise in 2014. In its manufacturing, Frugi uses only organic cotton or recycled plastic bottles (it recycles 36 to make one of its winter jackets). Frugi also gives 1% of its annual revenue to good causes.

In January 2020, Frugi acquired TotsBots, the environmentally-friendly cloth nappy company, and its sister brand, Bloom & Nora, the reusable sanitary products brand. Read more here.