We’re Frugi, the people-and planet-conscious childrens wear brand on a mission to inspire a love for the planet we play on

Frugi was born in 2004 from a simple parenting moment. Marine Biologists and Founders Lucy and Kurt needed clothes that would fit over their newborn son’s reusable nappies and realised there wasn’t a solution out there that combined practicality, sustainability and joyful design. So, they created it themselves. What started as a small idea quickly grew into a global childrenswear brand loved for its clever designs, vibrant prints and commitment to doing things better.

Lucy and Kurt led Frugi until 2018, helping shape the strong values and playful spirit that still define the brand. Today, Frugi is led by Jeni and Kim-Marie, who both worked alongside Lucy and Kurt for many years and know the brand inside out. In fact, Jeni, who joined Frugi back in 2010, designed and named some of Frugi’s most iconic pieces, our much-loved Parsnip Pants and our twirl-tastic Skater Dress! Together they lead a team that’s passionate about moving Frugi forward with a pioneering approach that nurtures the magic that makes it so special.

And that magic has always been carried by our people. Many members of the Frugi team have been part of the journey since the early days, while others joined along the way and quickly fell in love with the brand. Behind every collection, print and idea is a team that truly believes in our mission, loves our product and is dedicated to making Frugi magic every day.