Sustainable children's clothing company, Frugi, has partnered with the Cotton Lives On recycling program to turn used cotton clothing into roll mats for people experiencing homelessness.

Kurt and Lucy Jewson started Frugi in 2004 after having trouble finding suitable eco-friendly clothing for their small children. After 18 years, Frugi is one of the top brands of organic and ethical children's clothes in the UK.

The whole range includes Frugi Bloom, a fashionable pregnancy and breastfeeding line, as well as sizes for newborns through children aged twelve.

The Cotton Lives On program aims to increase the life of cotton in a way that benefits both people and the environment. In order to prevent discarded cotton from ending up in landfills, the initiative encourages sustainable living by enlightening customers on the natural lifetime of cotton. By promoting sustainability and exemplifying what it means to be genuinely circular, Frugi stated it "strongly supports this objective."

The Cotton Lives On program focuses on recycling old cotton to create roll mats that would eventually provide homeless people a better night's rest. Frugi has already made a considerable contribution to the manufacturing and delivery of the program's initial shipment of mattresses, which were produced from 3600kg of cotton.

A key objective of Frugi's sustainable journey is to increase the lifespan of new clothing. To this end, the company has partnered with thelittleloop, the first UK subscription service for children's apparel, and Hirestreet for Frugi Bloom maternity attire.

Sarah Clark, CEO of the Frugi Group, said that their involvement in the Cotton Lives On the program is another significant step for Frugi to become fully circular. This program reflects the value of keeping these priceless fibers in circulation and, in turn, conserving the earth we play on. Frugi believes in the power of cotton, as seen by our usage of organic cotton.

Kim Kitchings, Sr. Vice President, Cotton Incorporated, added that the Cotton Lives On recycling initiative aims to increase the lifespan of cotton apparel. At the end of its useful life, cotton is a natural, robust, and sustainable fiber that may be recycled. For clothing that has actually outlived its useful life, there is a program called Cotton Lives On. They’re working to make the most of this natural resource by repurposing used cotton clothing because so much of it ends up in landfills. They’re thrilled to welcome Frugi to the Cotton Lives On initiative, which closes the loop on cotton sustainability while exploring prospects with American cotton.