With love: The influential faces behind Jumper for Jumper’s latest campaign

5 July 2023
By Fashion Quarterly

Stay stylish and cosy for a cause this winter with Standard Issue and Middlemore Foundation’s Jumper for Jumper campaign.

Shaneel Lal
Shaneel Lal.

In Aotearoa, where one in ten children live without access to basic necessities such as food, proper bedding, or warm clothing, the winter months are a particularly challenging time. To address this pressing issue, Standard Issue has partnered with Middlemore Foundation for a fourth consecutive year to provide essential woollen jumpers to vulnerable Kiwi children. 

“Due to Covid-19, the floods, and the high cost of living, it has been really tough for families,” explains Lyle Smith, Community Relationship Coordinator at Middlemore Foundation. “A lot of the families are given hand me down clothing from their older siblings to help save money for other essential items.”

How you can get involved:

For each jumper purchased in-store or online at Standard Issue, their talented team of knitters will knit and gift a jumper to Middlemore Foundation, who are working closely with local communities in Tāmaki Makaurau/Auckland to ensure they reach those most in need. For those who want to support the cause but already have a full repertoire of knits on hand, there is also the option of gifting a jumper for $30, with Standard Issue knitting and gifting on their behalf. For many children who receive jumpers through this initiative, it may be the only item of clothing they own except for their school uniform and pyjamas.

Jess B.
Jess B.
Hannah Barrett.
Hannah Barrett.

The target:

With over 2000 jumpers gifted thus far, some of Aotearoa’s industry leaders have come together in a new campaign to help Middlemore Foundation and Standard Issue reach their goal of gifting 3000 jumpers by the end of winter. With Kiwis such as Shaneel Lal, Al Brown, Jess B, Esther Cronin, Hannah Barrett and Tegan Yowarth featuring in the campaign, these faces are uniting their influence to spread awareness about Jumper for Jumper. 

“We know that winter makes people vulnerable to sickness, and being able to keep warm is a part of preventing that,” says activist and Young New Zealander of the Year, Shaneel Lal, “I am proud to support Jumper for Jumper because it is working to ensure that kids do not go without basic essentials in the cold months.”

Crafted with zero-waste, warmth, and longevity in mind, each of Standard Issue’s luxurious knits make for a worthwhile investment in your winter wardrobe. 

Al Brown.
Dominic Bowden and Esther Cronin.
Radio announcer, Tegan Yorwarth.
Tegan Yorwarth.
Mariner Fagaiava.
Mariner Fagaiava.
Grace Ko and Ash Williams.
Grace Ko and Ash Williams.

Explore Standard Issue’s full range of knitwear online or in-store, or gift a jumper directly here.

Photography by Zico O’Neill-Rutene. 

Share:

Sign up & Join
FQ Insider

Unlock exclusive content, behind-the-scenes insights, and special offers by becoming an FQ Insider.

Fashion Quarterly Winter 2023 Cover
Fashion Quarterly Winter 2023 Cover

Sign up & Join
FQ Insider

Unlock exclusive content, behind-the-scenes insights, and special offers by becoming an FQ Insider.

Fashion Quarterly Summer 2024 Authenticity Issue ROS House Ads

Sign up to the Fashion Quarterly newsletter.

*Ts&Cs apply.
Find out more at fq.co.nz/fq-newsletter