We are proud to announce our partnership with local children’s charity Love, Amelia, has helped supply full school uniform kits to more than 565 children across Sunderland ahead of the new academic year.
The initiative ensures children are equipped with everything they need to start school with confidence, including items such as school uniforms, PE kits, shoes, trainers, underwear and socks, plus a stationery bag which includes essentials such as a notebook, pens and a calculator.
One Gentoo customer shared: “This helped me massively as a single mam, to give my girls the support has gone a long way, it helps with the stress and worries of making sure you have the main essentials for them going back to school.”
Another added: “My child was extremely happy and excited for school.”
Feedback from families has been overwhelmingly positive, 96% said the kits improved their child’s school experience or ease financial pressure and 98% would like the campaign to run again next year.
Chris Roberts, Director of Customer, said: “We know the financial pressures families face, especially around the start of the school year, and we’re committed to helping ease that burden. Thanks to the incredible generosity of our partners and suppliers, we’ve been able to provide hundreds of children with full school uniform kits, giving them the confidence to start school feeling prepared and proud.
“This is about more than clothing; it’s about dignity, opportunity, and showing our customers that we’re here for them when it matters most.”
Steph Capewell, Chief Executive at Love, Amelia, added: “Families are facing increasingly difficult choices with to the rising cost of living, and school uniforms are a significant additional expense at this time of year. Every child deserves to start school feeling equal to their peers, comfortable, and ready to learn, without their family having to worry about how to afford the basics.
“This project has been a true community partnership, bringing together services and support from across multiple sectors to stand alongside local families. We’re proud to work with Gentoo and all of the partners involved to make a real difference for children across Sunderland”
The campaign wouldn’t have been possible without our partners who supported the campaign, including RE:GEN Group, Jewson Partnership Solutions, Franks Portlock, Safe Strip UK, Sunter Ltd and Primark Metro Centre. Special thanks also go to the suppliers who helped deliver the project, The School Outfit and Total Sport.
Referrals were made by our colleagues, ensuring support reached families most in need. Any remaining donations were handed out to customers at our Fun Day at the Beacon of Light on Friday 29 August, meaning even more families benefited from the initiative.
For more information on school uniform support, visit www.sunderland.gov.uk/school-uniform-support
