A letter to Frugi retailers May 2013

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Frugi Kids on the beach Frugi Kids on the beach

Hi everyone

Soon you will be receiving your lovely new ss14 look book through the post. Looking at it, and the fact that it represents our 10th Birthday, I must admit I have become even more philosophical and evangelical about what we are trying to do at Frugi. 

Changing the world is no mean feat. However, by demonstrating that ethical manufacturing is the right thing to encourage, and that cheap often means that someone, somewhere is being treated unfairly we can build an unstoppable wave of like-minded enlightened souls, such as yourselves.

Below is my letter that is accompanying our SS14 look book.

At Frugi we believe that the only way to change the world is to lead by example.

Lucy and I started Frugi, with a dream. We believed that by running our company in the best way possible, we could influence others to source their products responsibly, adopt ethical standards and join us on our mission.

To do this we knew that we would need to design the most fantastic clothes to fall in love with. We would need to invite like minded retailers to join us, and we would need to grow, adapt, develop and innovate.

Frugi in 2014 is a long way from where we started, in our spare bedroom, in 2004. Today we have more than 500 retail partners in over 50 countries, spreading the belief that business can thrive by always looking to do things better. Better for the customer, better for the manufacturers, better for the planet.

10 years on and we are unwavering in our pursuit of change. The support and encouragement from our retailers, many of whom have been with us since the start, is awe inspiring.

So give yourselves a pat on the back from us, and here’s to everyone helping to make things better.

On behalf of all the team

 Kurt