We're asking Mothers to make a gift with a difference this Mother's Day. ‘From a Mother to Another’ is a new campaign that will reduce clothing waste and benefit vulnerable families in the UK. 

Leading up to Mothers Day, parents who have good quality clothing which their children have outgrown, are being asked to create a ‘gift pack’ of unwanted clothes and either take them to one of the 60 JoJo Maman Bebe shops in the UK or post them directly to a warehouse. The clothes will be checked and then wrapped as beautiful gifts which will be distributed on Mothers Day by the charity Barnardos to the families they support. Quite simply they will be a gift ‘From a Mother to Another’.

The campaign is driven by Hubbub and JoJo Maman Bebe’s desire to find creative ways to increase the lives of the clothes we buy. This simple act has wide benefits. An average family spends £11,000 on a child’s clothing, while nearly one-third of UK clothing ends up in landfill, losing all value. However, there’s often a lot of life left in children’s outgrown and unwanted clothing; the fabric is not yet worn and garments tend to look nearly new.

From a Mother to Another has three elements that Hubbub believes will help to increase the life of baby and children’s clothing.

The first is that, thanks to the involvement of Barnardo’s, parents donating clothes can be confident that the gift packs will be appreciated by vulnerable families across the UK. Independent polling of 1200 mothers by YouGov, commissioned by Hubbub revealed nearly one in six (57%) mothers would be more likely to pass on children’s clothing if it helped disadvantaged families in the UK.

Secondly, research has indicated that families are willing to wear more used clothing if a greater choice was available which From a Mother to Another will provide. Crucially the stigmatism of wearing somebody else's ‘hand me downs’ will sought to be overcome by the care that will be taken to present the clothes as a gift of high quality clothes.

Finally it will be made easy for parents to donate clothes to vulnerable families in the UK. Only half (53%) of mothers currently pass on their children’s clothes to help others save money and Hubbub hopes that the simplicity of From a Mother to Another will increase this percentage.

The ambitions behind From a Mother to Another are significant. If the scheme is successful more retailers will be invited to participate in future years. Potentially Mothers Day could become an annual opportunity for mothers to help some of the most vulnerable families in the UK. By doing so, they will also reduce some of the pressure on the environment that their children will inherit.