The dreams of an organic clothing brand

The dreams of an organic cotton clothing company to be the most trusted and desirable brand on the planet.

7 years ago we started our little organic cotton clothing company and called it Cut4Cloth. Back then our lives were dominated by our new baby boy and cloth nappies, but we knew that quitting our jobs and following our dream was what we had to do.

I was a big leap of faith. One of those ‘if we don’t do it now will we always regret it’ moments that come along every once in a while. Well we did it and our first range of organic cotton baby clothes that would fit over a cloth nappy was launched in the summer of 2004.

We had one computer, in our spare room,  a dial-up internet connection and a dream.

Now we have twenty one computers, in a purpose built unit, 2 broadband lines…and a dream.

Our dream is for Frugi to be the most desirable and trusted organic cotton clothing brand on the planet.

Frugi clothes are always design lead. It is all very well to have the softest and strongest organic cotton in the world, but if the design is wrong then all ethics and environmentally friendliness in the world will not help. The clothes have to look great too.

We now do clothes for newborn, baby, kids and mother. Our ‘mother’ range is designed to help breastfeeding mums feed their babies discreetly, but in style. Our Baby range is sill cut that bit bigger for cloth nappies and our kids range now goes up yo 8 years old.

We now have a consumer website and a wholesale website and a great facebook page.

The dream is alive…

 

Kurt (Living the dream)

 

 

Daisy Jeans

Reviewed by Kirsten C – Frugi Crusader

I don’t know how I managed to dress my older children without Frugi trousers. I use cloth nappies with hand-knitted wool covers (they’re the best, leakproof but breathable) – and I remember I had to switch to PUL wraps around her brothers’ and her sister’s first birthday as I couldn’t find any trousers which fit over their rather bulky bum. But  it seems that Kendra can be in wool as long as she has to wear nappies – thanks to Frugi trousers like the Daisy Jeans

I just love them! They’re stylish (the embroidered daisy is adorable!) and practical, soft to the skin but at the same time tough enough to withstand my little Kendra’s crawling sprees. She’s in it ever since I got it. And every time I change her nappy I have to stop and admire the clever cut4cloth technology – it’s really not too big a word. Thanks to the fly the jeans are very easy to get on, and thanks to the waistband (such a nice pink, by the way – and I love the white-and-blue lining inside it!) they stay in place once they’re on. And, most important: they are fully adjustable to the respective kind of nappy Kendra is wearing at the moment: to rather bulky cotton diaper plus wool cover as well as to the trimly fitting pocket nappies I prefer when we’re out and about.  The only thing I was worried about at first was the button – it was difficult to get through in the beginning, but after two or three changings that wasn’t a problem anymore. Just perfect!

Clothes for Cloth Nappies

When Lucy first had the idea to start a company selling clothes that would fit over cloth nappies, I must admit that I was a little dubious. I would go so far as to say that, right at the very start, I humoured her somewhat saying things like, “Yes darling, that’s a great idea. You carry on reading all the cloth nappy forums and making postings and do your research and then we’ll talk”. Well, my bluff was called a bit wasn’t it?

Being a bloke, clothes to me are a bit more function than form. Late nights talking cloth nappies, baby clothes, fat bums, gussets etc were not really my ‘bag’…man. Then we started talking land fill and how cloth nappies are better than disposables and the environmental implications and I began to have the seeds of interest. (Just the seeds you realise, not the whole Jack and the Beanstalk).


We’d been using cloth nappies with Tom, but I’d never really dug into the depths of the rationale behind it. I did the whole path of least resistance thing and just nodded my head, as I still do, to every suggestion Lucy makes (getting into a debate with her about anything is sure to end in humiliating defeat as annoyingly she’s mostly right…grrrrr!). But it made sense, and cloth nappies are apparently quite cool amongst the 30 – something modern man (as I think I am? – Ok don’t laugh). However, it did take me a while to get into the tonging skiddy nappies into the washing machine ritual. The phrase “Like #### to a blanket” never seemed more appropriate. And we coined the phrase “Ro Ro” for one of those more solid presents that skip merrily from the nappy down the loo, without any bowl scraping flushing action involved. (Those that use cloth nappies will know exactly what I mean).

So, what am I saying here? Well, cloth nappies are close to our hearts – metaphorically. Cut4Cloth was started to solve a problem and it will remain an integral part of what Frugi is all about. After all, I owe a great deal to cloth nappies. Without them I wouldn’t be sitting here blogging away to who knows who, discussing poo, the environment and my place in the marital hierarchy.

Yes, cloth nappies have indeed made my life complete 😉

Kurt