Re:Uniform

from The Parently Group Impact Report 2021

Talking Heads

SCHOOL UNIFORM BRAND LAUNCHES RE:UNIFORM INITIATIVE

This summer, David Luke launched its first circularity marketing campaign ‘Long Live School Uniform’ a back to school campaign with a rallying cry to schools and families to Re:Uniform this summer.

“Long Live School Uniform is our first circular campaign to get families wearing their sustainable school uniform for longer,” explains Kathryn Shuttleworth, Managing Director David Luke. “Good quality sustainably made uniform has a brilliantly long life-span. With our Free Long Live School Uniform Marketing Kit, our retailers were able to share high quality artwork, digital assets and ideas with their schools to encourage families to Re:Uniform during the summer.”

The Education (Guidance about Cost of School Uniforms) Act 2021 passed in May and will mean schools have to follow statutory guidance when they apply their school uniform policies. The guidance is due to be published this autumn, and it is anticipated that as well as cost considerations, there will be an added requirement for schools to make second-hand uniform available to parents. Extending the life of uniforms is explicitly stated within the statutory guidance, ‘to improve sustainability’ and to benefit ‘those on low incomes’. The campaign launched to consumers in July with a focus on four key areas.

Re:Uniform Proactive PTA’s and schools who love to engage with their community of families were encouraged to give old or outgrown uniform a new lease of life.

Love it Loved uniform lasts longer but those of us who haven’t the means to keep clean may find options are restricted. We worked with The Hygiene Bank to help those of us who are struggling with hygiene poverty in schools by donating 5% of website sales in July to The Hygiene Bank supported by an IGTV Live during Re:Uniform week.

Fix it We showed families how to extend the life of their sustainable school uniform with our simple fix it tutorials filmed with The Ministry of Craft. Topics included how to turn old uniform into something completely new like a personalised PE kit bag or transform trousers into shorts.

Swap it Schools were invited to get involved with our Re:Uniform Week during July. We offered a FREE Marketing Kit that will help schools and PTA’s to set up a Facebook Group for swaps, colourful artwork for posters and social media and lots of great tips to get them started on their Re:Uniform journey.