Every child deserves to start school feeling equal - Gentoo and Love Amelia donate hundreds of school school uniforms to Sunderland children
“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”
The words of Love Amelia founder Steph Capewell after the charity teamed up with Gentoo to supply full school uniforms to 565 children across the city as they made their return to school.
The initiative ensured children were equipped with everything they needed to start school with confidence, including items such as school uniforms, PE kits, shoes, trainers, underwear and socks.
Pupils were also provided with a stationery bag which included essentials such as a notebook, pens and a calculator.
The Sunderland based charity Love Amelia was founded by Steph in memory of her first born child and daughter, Amelia.
Steph and her husband Phil were tragically faced with the trauma of losing Amelia who sadly passed away 12 minutes after her birth at Sunderland Maternity Unit in January 2018.
The charity was initially set-up to provide new parents with boxes of essential items to support with their new-born babies. Love Amelia has evolved to now provide support to all children to be “given the best start in life and to be safe, happy and have the opportunity to thrive”.
After helping to provide over 500 families with new school uniforms, Steph said: “Families are facing increasingly difficult choices with 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.”
Gentoo housing association provides over 60,000 people in Sunderland with a home.
Chris Roberts, Director of Customer at Gentoo, 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.”
Referrals of families in need of support were made by staff at Gentoo with additional uniforms donated to families at Gentoo’s Fun Day at the Beacon of Light on Friday August 29.
After receiving the donated items, one parent who asked not to be named said: “This helped me massively as a single mam and 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 eased financial pressure and 98% would like the campaign to run again next year.
The campaign was supported by Gentoo’s partners including RE:GEN Group, Jewson Partnership Solutions, Franks Portlock, Safe Strip UK, Sunter Ltd and Primark Metro Centre.
The School Outfit and Total Sport also helped to facilitate the donations.