Frugi’s new SS21 collections have just launched and we are in love. For the new season, they’ve taken inspiration from the beautiful colours, patterns and fabrics of India, with collections inspired by a myriad of colours and culture. Think iconic terracotta buildings and breathtaking wildlife, as tigers, rainbow-colour parrots and Indian elephants take centre stage.

A celebration of colour

India has always been close to Frugi’s heart, it’s where their GOTS certified organic cotton growers and suppliers are based. Frugi’s SS21 range celebrates colour with a creative nod to Holi, a popular ancient Hindu festival, known as the Indian “festival of spring”, the “festival of colours”, or the “festival of love”. Sounds amazing, doesn’t it? We think so.

Bringing to life the colourful vibe of this festival and the beautiful lush flora and fauna found in this breath-taking part of the world, keep an eye out for the Indian elephant, mugger crocodile, Indian leopard and Asiatic lion, jumping out in friendly appliques and adorable, bold designs throughout the range.

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My First Frugi Collection

There are so many new additions to Frugi’s SS21 babywear range, and our favourite is the adorable, soft yellow Indian runner duck print. A fabulous unisex collection perfect for tiny baby to twelve months. Happily playing amongst the monsoon rainbow raindrops, watch these playful ducks run across a range of babygrows, knitted hats, muslins and a button-down organic cotton knitted cardigan this season!

Happy Raglan T-Shirt and Little Knitted Leggings


Fully sustainable and ethically produced clothes for kids

This season sees Frugi one step further in their eco-crusade, as they focus on extending the lifespan of children’s clothing.

With the increasing concern amongst parents about the social and environmental impact of children’s clothing purchases, Frugi is going even further to ensure Frugi’s clothes are fully sustainable and ethical. Their designs are crafted for quality, functionality and wearability. We’re talking turn down cuffs and waists, trousers that can turn into shorts, and extra wriggle room to wear over cloth nappies for baby and toddler up to four years.

The message is simple: invest in clothes that can be worn, grown in and then passed on.

Recycled Outdoor Clothing & Accessories

Part of Frugi’s heritage is turning old plastic bottles into fabulous coats, backpacks and other accessories. Check out Frugi’s new Toasty Trail reversible coat. It brings the Chameleon print to life by allowing little ones to change their look in seconds according to their mood. We love the matching belt bag too.

Frugi’s backpacks have even more functionality with reflective printed webbing, super comfy padded back, padded straps, a handy flap pocket and toggle adjuster.

National Trust collection

We think the return of the Frugi x National Trust collaboration is fantastic news for all our little explorers. Frugi’s National Trust Collection for the new season is inspired by the National Trust’s ’50 things to do before you’re 11 ¾’ activities and the many miles of coastline in its care.

This exclusive range includes rompers, shorts, tees, coats and matching wellies as well all the other essentials they’ll need for an outdoor adventure. Think backpacks, lunch bags, water bottles and pencil cases.

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For babies, toddlers, and children up through 10 years, Frugi’s organic cotton clothes are made without the use of pesticides or harsh chemicals and are safe for sensitive skin, especially those of newborns.

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