Frolickers combines playful, versatile luxury with a strong commitment to ethical and sustainable fashion, offering timeless, high-quality pieces designed to inspire joy and stand against fast fashion’s throwaway culture.

Can you share the story behind the name Frolickers and how it reflects the brand’s philosophy and identity?
The name “Frolickers” emerged spontaneously during a gathering with friends in London, all of us professionals from diverse backgrounds—a common scene in this multicultural city. That evening, we needed a team name for a game, and “Frolickers” simply clicked. It captured our spirit perfectly: we’re young at heart, balancing careers, responsibilities, and the general pressures of adulthood, but we still wanted to “frolic,” to embrace life with joy. The name felt playful, a reminder to enjoy life even with its demands.
When it came time to name our clothing brand, “Frolickers” was a natural fit. It reflects not only us as founders but also the people we design for: those who believe style should be as carefree and fun as it is functional. Frolickers is for people who want a playful touch in their daily lives, who enjoy the freedom of self-expression through adaptable, versatile pieces. Our reversible jackets are a perfect embodiment of “frolicking”—they’re fun, adaptable, and effortlessly suited for different settings.
Ultimately, Frolickers represents a philosophy of life, not just a brand name. Each piece is designed to be versatile, practical, and playful, encouraging wearers to experiment with style. We’re here for those who want clothes that feel fresh, adaptable, and joyful, just like the essence that the name Frolickers captures.

Frolickers positions itself as a luxury brand with a commitment to sustainability. What inspired you to blend these two values in your designs? Can you share more about how Frolickers ensures ethical sourcing and sustainability in the production process?
From the beginning, we wanted Frolickers to be a brand that genuinely “does good.” Many brands label themselves as sustainable, but often their garments lack durability or the quality associated with true luxury. Sustainable fashion is rarely linked to high-end, lasting appeal, and we wanted to redefine that perception. For us, luxury means using premium fabrics to ensure that each piece not only looks and feels incredible but is also made to stand the test of time.
To ensure ethical sourcing and sustainability, we committed to a 100% European supply chain—from fabric sourcing to production. By partnering with renowned European suppliers, especially in Italy, we benefit from the stringent labor and environmental standards of the EU. This ensures fair pay, safe working conditions, and respectful treatment for everyone involved in our supply chain, aligning with our values of integrity and respect.
Our commitment to sustainability is also embedded in our design philosophy. Early on, we identified key issues in the fashion industry, which led us to create reversible and adaptable pieces. These items reduce waste by providing multiple styles in a single garment, eliminating the need for separate production lines and maximizing value. We prioritize durable fabrics to extend garment life, as research shows that the average item is only worn five to seven times before disposal. Frolickers aims to change that by creating pieces to be worn and loved for years.
Key elements of our sustainable approach include:
A carefully curated color palette based on popular, wearable shades that integrate well into existing wardrobes.
Minimal, simple designs that facilitate recycling. Unisex pieces for versatility across different wearers.
We are dedicated to zero waste, repurposing or recycling excess fabric, and follow a circular design model so that garments are easy to recycle at the end of their life. By producing in small batches, we avoid overproduction and focus on intentional fashion for thoughtful consumers. Frolickers is continually exploring new ways to merge luxury with sustainability, offering clothes that reflect our dedication to quality, adaptability, and ethical production.

As a London-based brand, how has the city’s fashion culture influenced Frolickers’ minimalist yet luxurious approach?
London’s rich diversity and dynamic fashion culture have been great influences on Frolickers. With millions of people from around the world, London is a hub where individuals bring unique styles, making it one of the world’s most vibrant fashion capitals. Many Londoners are global travelers, which inspired us to create adaptable clothing that suits varied tastes and easily integrates into wardrobes worldwide.
In this ambitious city, people’s lives are fast-paced, balancing work, social life, and personal pursuits. Commuting can take up significant time, which means clothing must be functional, versatile, and capable of transitioning across different settings. Our reversible jackets and multi-wear pieces meet this need, allowing Londoners to shift effortlessly from work to social events.
London’s unpredictable weather also informs our designs. We create pieces that are wearable year-round, considering the city’s varied climate. From warm hoodies for cold days to showerproof jackets for rainy conditions, Frolickers pieces are built for London life—offering reliable choices for navigating the city’s famously changeable weather.
Embracing London’s multicultural spirit and individualistic style, Frolickers combines minimalist, timeless design with adaptability to suit a range of styles—whether bold, classic, or somewhere in between. We avoid fleeting trends and focus on creating pieces that remain relevant season after season, supporting a slower, more intentional approach to fashion. As a brand, Frolickers resonates with the conscious consumerism valued by many Londoners, emphasizing quality and sustainability over fast fashion. Each piece is designed with longevity in mind, promoting a wardrobe that endures and celebrating the functionality and individuality that defines London’s fashion landscape.

Your collections often focus on season-less, timeless fashion. How do you think this approach helps combat the fast fashion industry?
Our season-less approach is a direct response to fast fashion’s trend-driven model, which relies on constant style changes to encourage overconsumption. Fast fashion deliberately shifts trends each season, pushing consumers to replace clothes frequently. Frolickers, by contrast, creates season-less garments, allowing our customers to invest in a lasting wardrobe that reduces the pressure to chase trends.
By designing pieces that remain relevant across multiple seasons, we promote conscious consumption. Our customers choose quality items made to endure in both form and style, prioritizing durable materials that offer resilience alongside aesthetic appeal. This approach allows our customers to express their personal style without sacrificing durability.