David Luke School Uniform is launching ‘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 of David Luke.

“Good quality, sustainably made uniform has a brilliantly long life-span. With our free Long Live School Uniform Marketing Kit, our retailers can share high-quality artwork, digital assets and ideas with their schools to encourage families to Re:Uniform this summer.”

The Education (Guidance about Cost of School Uniforms) Act 2021 was passed in May.

This will mean schools have to follow statutory guidance when they apply their school uniform policies. The guidance is due to be published this autumn. It is anticipated that as well as cost considerations, there will be an additional requirement for schools to make second-hand uniform available to parents.

Extending the life of uniforms is explicitly stated within the statutory guidance. Both ‘to improve sustainability’ and to benefit ‘those on low incomes’. As the first school uniform brand to make garments from post-consumer plastic bottles and also winner of the Queen’s Award for Sustainability in 2020, David Luke has been at the forefront of sustainability for over a decade.

Having prevented over 41 million plastic bottles from going to landfill through selling its Eco-uniform range, the business has switched its focus to circularity; pledging to close the loop on the lifespan of its highly durable school uniform through a series of trade and consumer initiatives.

Shuttleworth continues. “In supplying David Luke uniform that is durable, uses fabrics made from recycled polyester, and is constructed with added features to lengthen the life of the garment, retailers taking part in our Re:Uniform movement demonstrate they sell durable clothing that has a greater value for a longer life.”

The free Long Live School Uniform Marketing Kit is available for retailers.

It contains eye-catching infographics, artwork and social media content; all designed to help schools promote their own Re:Uniform messages to families ahead of the summer holidays. The wider campaign will launch to consumers in July with a focus on four key areas.

Re:Uniform

Proactive PTAs and schools will be encouraged to give old or outgrown uniform a new lease of life. Whether it is repairing split hems and holes or finding like-minded families to swap with; there are plenty of ways to Re:Uniform.

Love it

Loved uniform lasts longer. However, those of us who haven’t the means to keep clean may find options are restricted. David Luke is working with The Hygiene Bank to help those of us who are struggling with hygiene poverty in schools. It has also pledged to donate 5% of its website sales in July to The Hygiene Bank. There will be an IGTV Live during Re:Uniform week. This will focus on exploring the stigma of wearing second-hand clothing for those of us experiencing hygiene poverty.

Fix it

Families can learn how to extend the life of their sustainable school uniform with David Luke’s simple fix it tutorials filmed with The Ministry of Craft. Feeling creative? Why not turn old uniform into something completely new like a personalised PE kit bag? Perfect for an end-of-term activity or summer craft project.

Swap it

Schools will be invited to get involved with Re:Uniform Week on 12-16 July. David Luke will offer a free Marketing Kit to help schools and PTAs to set up a Facebook Group. The group will be used for swaps and colourful artwork for posters as well as social media. Plus, lots of tips to get started on the Re:Uniform journey.

For further information on David Luke, please click here.