If you're a parent who loves dressing your kids in bright, cheerful, and sustainable clothes, you're probably already a fan of Frugi. Their commitment to organic cotton and playful, vibrant prints makes them a go-to for durable pieces that can handle any adventure.
But when you're looking to expand that eco-conscious wardrobe, it helps to have a few more brands up your sleeve. For those who love Frugi's fun style and ethical values, here are 19 similar brands worth checking out for your little ones.
Hailing from Sweden, Mini Rodini offers organic kids' clothes with an artistic and quirky flair. The brand is known for its bold, imaginative graphics and humorous prints on everything from organic cotton tees to cozy jumpsuits. Like Frugi, they are deeply committed to sustainability but swap Frugi’s classic, cheerful patterns for a more unique, contemporary aesthetic full of personality. If you want eco-friendly pieces that feel like wearable art, this is your brand.
Shop now at minirodini.com
Louise Misha brings a dose of bohemian whimsy to children's fashion. Specializing in flowy dresses, embroidered tops, and soft knits, often using organic fabrics, their collections are full of delicate details and soft, earthy tones. While they share Frugi’s passion for natural materials, Louise Misha dials up the vintage-inspired charm, offering a softer, more romantic aesthetic perfect for parents who love a boho-chic vibe.
Shop now at louisemisha.com
Known for its famously gentle skincare, Burt’s Bees Baby extends the same care to its clothing line with ultra-soft, organic cotton essentials. They are the go-to for affordable ($10-$30) onesies, pajamas, and basics that are incredibly gentle on sensitive skin. While Frugi brings the bold prints and adventure-ready pieces, Burt’s Bees Baby covers all your needs for top-quality, foundational items that feel like a hug.
Shop now at burtsbeesbaby.com
For parents looking to shop sustainably on a budget, H&M's Conscious collection is a fantastic resource. Using recycled and organic materials, they offer a huge range of kid-friendly styles, from everyday basics to on-trend seasonal items. It’s far more affordable than Frugi, making it a great place to bulk up a wardrobe without compromising on eco-friendly materials.
Shop now at hm.com
Kite Kids feels like Frugi’s kindred spirit, with a shared passion for playful, organic clothing inspired by nature and made for active kids. Their collections feature bright dresses, comfy printed leggings, and practical outerwear that’s built to last. A key difference is their strong line-up of gender-neutral options and slightly sporty styles, making them a brilliant UK-based alternative for durable, fun, and eco-friendly clothes.
Shop now at kiteclothing.co.uk
If you love Frugi’s commitment to organic cotton but prefer a more minimalist look, meet L'ovedbaby. The brand specializes in high-quality, organic cotton basics like onesies, sleepers, and layered essentials in a palette of solid, muted colors. Perfect for sensitive skin, their simple, classic silhouettes are free from busy patterns, offering a timeless and tranquil alternative focused on comfort and purity.
Shop now at lovedbaby.com
Petite Bai Sun creates eco-friendly clothes that capture the magic of childhood with nature-inspired prints and super-soft fabrics. Their styles align with Frugi’s playful vibe but often feature more subtle, whimsical patterns and gentle, earthy color palettes. It's a sweet spot for parents who want fun, organic pieces that feel both cheerful and serene.
Shop now at petitebaisun.com
Piccalilly is another UK brand that gets Frugi fans excited. They offer organic, ethically made children's clothing bursting with bright colors and fun prints that mirror Frugi’s cheerful energy. With a very similar price point and a GOTS-certified organic cotton focus, they are a fantastic direct alternative for anyone wanting vibrant, practical, and sustainable clothes designed for play.
Shop now at piccalilly.co.uk
Known for its exceptionally soft organic cotton and bamboo fabrics, MORI is all about creating high-quality, minimalist essentials for babies and toddlers. Their focus is on premium sleepwear, bodysuits, and layering pieces in calming, neutral tones. While Frugi champions bold color, MORI perfected the subtle and timeless aesthetic, sharing the same commitment to kind-to-skin, sustainable materials.
Shop now at mori.com
From day one, Little Green Radicals has championed both organic fibers and Fairtrade practices. Much like Frugi, their clothes are full of life, featuring vibrant colors, playful illustrations, and practical designs made from top-quality organic cotton. They are a brilliant option for parents who want to ensure their purchases support not only the planet but also the people making the garments.
Shop now at littlegreenradicals.co.uk
For dressing up, Angels' Face offers celebratory, eco-conscious clothing with a romantic, vintage touch. Think flowy dresses, embellished tops, and their famous tutus. While Frugi is designed for everyday adventures, Angels' Face brings the drama and flair for special occasions, focusing on more delicate and whimsical styles for kids who love to stand out.
Shop now at angelsface.co.uk
Tumble ‘N Dry provides stylish, eco-friendly kids' clothing with a cool, modern edge. Their collections often include trendy prints, versatile separates, and durable outerwear made from organic or recycled materials. Compared to Frugi’s classic, playful vibe, Tumble ‘N Dry has more of an urban, contemporary feel perfect for city kids with a fashionable sense of style.
Shop now at tumblendry.com
Organic Zoo is the epitome of minimalist cool in the world of kids' wear. The brand creates beautifully simple, 100% organic cotton pieces with a timeless, gender-neutral appeal. You won't find loud prints here - just soft textures, modern silhouettes, and an understated aesthetic. It’s perfect for parents who share Frugi's organic values but lean toward a more pared-down style.
Shop now at organic-zoo.com
If you're looking for personality, Spanish brand Bobo Choses delivers. Their artsy collections are famous for storytelling through quirky graphics, unconventional prints, and a seriously creative use of color. While Frugi is cheerful and cute, Bobo Choses is more avant-garde and expressive, making eco-conscious clothes for little trendsetters.
Shop now at bobochoses.com
Frida & Fern designs ethically produced, organic children's clothing inspired by nature and vintage simplicity. Their collections often feature soft, cozy fabrics and muted, earthy colorways that evoke a sense of calm. Think of it as Frugi’s rustic cousin - equally dedicated to comfort and sustainability, but with a quieter, more pastoral aesthetic.
Shop now at fridaandfern.com
Embodying Scandinavian minimalism, Konges Sløjd creates high-quality, eco-friendly children's clothing that is both beautiful and functional. Known for their sophisticated prints, soft organic materials, and gender-neutral designs, their pieces feel thoughtfully crafted. It’s a great alternative for parents looking for Frugi's quality but with a calming, design-led aesthetic.
Shop now at konges-slojd.com
Smallable isn't a single brand but a fantastic online concept store that curates the best in high-end, eco-conscious family fashion. You can find brands like Bobo Choses, The Animals Observatory, and Louise Misha all in one place. Acting as a one-stop-shop, it makes discovering new sustainable and organic brands incredibly easy, offering everything from trendy collaborations to timeless classics.
Shop now at smallable.com
Living Nature emphasizes gentle, organic materials and sustainable production in its cheerful children's clothing line. Their styles include playful prints and soft basics, similar to Frugi's ethical foundation but often with a more subdued color palette. It’s a lovely choice for parents seeking eco-friendly essentials with a soft and gentle style focus.
Shop now at livingnature.com
While best known for their natural rubber teethers and eco-friendly toys, Oli & Carol also offers a small line of organic baby and kids’ clothes. Reflecting their core values, the clothing is made from natural fibers with sustainability in mind. This brand is an excellent choice for pairing an adorable Frugi outfit with the perfect matching eco-conscious toy or gift.
Shop now at oliandcarol.com
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