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Standard Issue Is Making Knitwear For Children Who Need It

The brand's heartwarming Jumper For Jumper charity initiative returns for another winter

One of the most simple yet inspiring charity initiatives to come out of the fashion industry during 2020, Jumper For Jumper sees local knitwear manufacturers Standard Issue seek to make its high-quality knitwear accessible to young New Zealanders who need an extra layer of warmth.

"Keeping our kids warm is key to a healthier happier winter," says owner Emma Ensor. "I wanted to use our expertise to help those who need it most." 

Originally launched last winter, Jumper For Jumper is back for 2021; for every Standard Issue jumper purchased in the label’s Newmarket store or from its website the brand will donate a woollen jumper to a child who needs one.

A one-for-one model like this is a common and popular vehicle for charity, especially with fashion brands — incentivising shoppers to do good has proved successful — but Standard Issue takes it one step further, giving people the opportunity to purchase a jumper outright for a child without buying another item.

“We wanted to make the initiative as accessible to as many as possible,” says Emma. “In the spirit of considered purchasing, we wanted to ensure those who already had their winter knits covered, could still gift a jumper to some of our most vulnerable tamariki.”

Purchasing a jumper for a child costs only $30. Though a lower cost than the brand’s usual pricing, quality is something that Standard Issue places a great deal of focus on. 

Like its regular product range, the knitwear for Jumper For Jumper is knitted in its Auckland workroom, made from wool (natural, breathable and good for young skin), with a zero-waste production model. Some donated jumpers will also be knitted on the in-store knitting machine at its Newmarket boutique.

READ: The Knitwear Brand’s New Store Showcases Its Vision

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The streamlined, impactful concept was a hit last year. “We were blown away by the number of people who gifted jumpers outright,” reveals Emma, adding that many people gifted up to 10 at a time. All up Standard Issue donated 340 during the first campaign.

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Winter is a challenging time for many families, and inadequate clothing or heating has a flow-on effect with other aspects of life — including health. "One of the things that’s always top of my mind as the chilly months kick in, is keeping my kids warm and well," says Emma. "Knowing there are other mums who would struggle to do just that is heart-breaking."

Standard Issue is partnering with the Middlemore Foundation to distribute the knits to children in the community who need them most.

This year the brand is setting a target of 1000 jumpers, and Emma is hopeful they will achieve it. To contribute to the cause, visit Standardissue.co.nz or the brand’s Newmarket store.

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