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Fabulous little labels 

26 September 2018

Introducing Frugi and three more independent brands you may not have realised Next stock.

By Charlotte Duck

It’s not easy finding clothes that are fun for the kids and friendly for the environment. After failing to buy anything that would fit over their son’s cloth-nappied bottom, Lucy Jewson and her husband Kurt decided to tackle the problem themselves and set up eco-label Frugi in 2004. From appliqué farm animals to bright, bold rainbows, their charming designs mean little ones are actually excited to get dressed in the morning.

 Behind the playful designs, however, there’s a serious message: Cornwall-based Frugi puts the planet at the heart of everything it does. Clothes are made using organic cotton, meaning they are extra soft on young skin, less likely to trigger allergies and longer-lasting, so your kids can get more wear and tear out of them and even pass them down to their own children in time. Organic cotton is also kinder to the environment and Frugi doesn’t use chemicals or dyes that could be harmful to farmland. 

Recently, the brand has taken its green credentials even further. Plastic might be fantastic but it’s also starting to become a big problem, so its quirky winter jackets are now made from 36 recycled plastic drinking bottles that would otherwise have ended up as landfill. These are clothes with a conscience and every year Frugi gives 1 per cent of its turnover to a chosen charity, meaning every time you buy something for your little one, you’re giving something back to someone else.   

                SHOP FRUGI                 

Outside The Lines

It’s tricky to create kids’ clothes that are both sophisticated and age-appropriate but Outside The Lines’ list of awards proves that it can be done. This brand, designed for girls, is renowned for its artisan detailing, unusual fabrics and quirky bohemian twists. Think printed swing dresses, Victoriana blouses and miniature pompom trims, with lots of frilly collars. While these are beautiful, fashion-forward pieces, they can all be dressed up or down, and work whether she’s off to a party or the park.

Angel & Rocket

They may be little, but kids have big ideas when it comes to what they wear. Angel & Rocket was inspired by this to create clothes bursting with personality. Whether it’s their graphic, hand-drawn prints, unique silhouettes (the puffball dress is a favourite) or contemporary interpretation of classic styles, these clothes are never, ever boring.  


Much-loved Brit brand Mint Velvet has recently launched a girls' collection in the form of this pretty-but practical range. The label, founded by Liz Houghton OBE in 2009, has become known for its luxe everyday separates that you can mix and match. That same tactile, easy-care and ready-to-coordinate ethos has been applied to its first kidswear collection. Featuring fluffy jumpers, eye-catching party frocks and perfect parka jackets, it's your girls' ultimate capsule wardrobe right here. 

       SHOP MINTIE      

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