Frugi x National Trust Launch New Range: Paddling Puffins

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A new collection of organic children’s clothing & accessories celebrates the coastline and the wildlife that calls it home Launching 27 January 2021.

7 January 2021 – Sustainable children’s clothing brand Frugi and the National Trust are set to launch a Paddling Puffins capsule collection of ethically made outerwear and accessories for the Spring-Summer 2021 season. 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, the new Paddling Puffins collection invites children up to ten years to explore the outdoors with a range of pieces that are perfect for spotting birds, skimming stones, and exploring rockpools. From a zip up Romper to Reversible Shorts, a Pioneer Packaway Jacket to a Pack-A-Snack Lunch bag, this capsule collection has everything a little eco-warrior will need when exploring and playing outdoors.

As Europe’s largest conservation charity, the National Trust cares for 780 miles of coastline and the huge variety of wildlife that lives there. As seas rise and storms rage, our scenic shores are constantly transformed with each coastal mile costing £3,000 a year to maintain. Seals, puffins, and seabirds make places such as the Farne Islands and Blakeney National Nature Reserve their home each year. A minimum of £25,000 from sales of the Paddling Puffins collection will be provided to the National Trust, which will support the work they carry out to help wildlife to flourish.

Frugi: Ethical & Sustainable Clothing for Children

Frugi uses only GOTS Certified organic cotton for 85% of its products. This strict certification by the Soil Association means that Frugi’s bright and playful clothes are made with organic fibres that have met rigorous production standards throughout the entire supply chain. Organic cotton clothing is not only better for the environment by using less water, but it feels much softer because the fibres are left intact and not broken down by the harsh chemicals used in the processing of conventional cotton. This results in snuggly clothes that are kinder to babies and young children’s delicate skin. In addition, no harmful chemicals or dangerous dyes are used, and so organic cotton is less likely to trigger allergies. Organic cotton is also more durable and lasts much longer enabling the clothes to be handed down.

The remaining 15% of Frugi products are made using an innovative yet simple process of turning old polyethylene (PET) plastic bottles into a form of polyester that can be recycled and spun into yarn to make a durable, water-proof fabric for Frugi’s outerwear and accessories. Knowing that 90% of seabirds have plastic in their stomachs and that there are 159 plastic bottles for every mile of beach in the UK (, the Paddling Puffin Pioneer Packaway Jacket, Adventurers Backpack and Pack-A-Snack Lunch Bag are a sustainable choice for any young explorer. It takes twelve 500ml recycled plastic drinking bottles to make just one jacket for ages 4-6 years!

Benefits of Outdoor Play

When children spend time playing outdoors it increases their well-being as well as that of their families. A National Trust survey revealed that 80% of the happiest people in the UK said that they have a strong connection with the natural world, compared with less than 40% of the unhappiest. It also reported that children who spend more time in nature are also more likely to care for the natural environment when they grow up. Through learning about the plants and animals we share our lives with, we are more likely to care for their long-term well-being, which is a common goal for both organisations.

“We’ve been delighted to see how well the Autumn-Winter 2020 collection was received and are therefore thrilled to be working with Frugi on this new line for 2021. The ethical values behind the products, combined with the light the designs shine on some of the amazing wildlife we care for, come together in such an authentic way. With proceeds from each sale supporting the work we do to care for our coastline, and the landscapes and buildings beyond, this collaboration provides another way for people to support the work we do,” says Clare Brown, Head of Brand Licensing at National Trust.

Head of Marketing Lara Smrtnik concludes, “We are excited to be launching another collection of ethical and sustainable clothing with the National Trust. This collaboration is a perfect alignment of our shared core values to help raise the next generation of eco-warriors who will one day help look after our coastal areas and wildlife for many years to come.”