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Frugi is an online children’s clothing store which specialises in organic and environmentally friendly products. Made from 100% organic cotton, Frugi designs clothing which are super comfortable and great value. The idea for the company was originally conceived when founders Lucy and Kurt struggled to find baby clothes which fit around cloth nappies, and so they decided to design some themselves. As a result, the ‘Cut4Cloth’ element ensures that all baby clothes are designed to be a little bit wider around the hips to fit around whatever kinds of nappies and disposables you choose to use.