The Clothing Project say growing community support is helping meet rising demand from families struggling with the cost of living.
The Eastern Bay community has shown an outpouring of generosity for families in need this winter through the annual 1XX pyjama drive.
Since the drive began, donations of brand-new pyjamas, thermals and long-sleeved clothing have poured into collection points across the region.
Cash and clothing donations will go towards The Clothing Project, where they will be distributed in care packages for tamariki.
Project founder Amy Revell said their packages provide high-quality pre-loved clothing for tamariki aged one to 12 throughout the Eastern Bay.
"We say good quality pre-loved clothing, so our description is gift condition; what would you like to give someone as a gift?
"Often pre-loved clothing your children can outgrow them well before they're worn - especially infants, toddlers we seem to struggle with the most."
Pyjamas are among the least donated items, meaning contributions from the drive will help ensure every package includes a brand-new pair.
The clothes are delivered in packages designed to look like gifts, to help families feel valued and cared for, she said.
"The heart and essence behind the clothing project is that the recipients and our volunteers and everything will feel valued, loved and cared for."
Packages are distributed by agencies including Plunket, Family Start through Ngāti Awa, Tūwharetoa, Healthy Homes and Te Whakatōhea.
Revell said she started the project to reduce textile waste while helping families who may not otherwise have support networks available to them.
"Getting to the people that are struggling and need clothing and aren't necessarily connected with the same circle of friends that have clothing.
"If you're already in that circle where you can swap clothes and things around that's great but there's plenty of people unfortunately that aren't in that community or have that same connection that are struggling.
"It's just helping ease that financial burden where it's like do I buy clothes for this week for my children or do I buy bread or milk?"
Revell said acts of care and kindness had made a lasting impact on recipients.
"We had one mum where we provided a cot and things - it's not our norm but we were able to do that for this mum and because of how she received that felt valued and loved.
"She decided to make a difference of choices in her life and changed her life and so for me that's pretty powerful."
Some families later return donations themselves after their circumstances improve, helping continue the cycle of support, she said.
Demand for clothing has increased alongside the rising cost of living, including from families who had not previously struggled financially, Revell said.
"The feedback we get is it feels like Christmas, that some staff are just crying because the joy on their face and just how much they appreciate and love."
Although volunteers do not often meet recipients directly, Revell said staff were moved to tears after receiving a thank-you video from a girl wearing a beanie and gloves from one of the packages.
Donations are flooding into donation points, including 1xx.
Revell said this year’s drive is the biggest so far and efforts from last year significantly raised awareness of the project.
Increased awareness has strengthened community support and expanded the project's ability to provide help to families directly reaching out for assistance.
The awareness creates more support for the project and a larger capability to help those reaching out personally to the project, she said
The drive will wrap up with a pyjama day on Friday, with five schools including Ōhope Beach School, Ōtākiri School and Apanui School taking part in mufti days to raise funds.
Allandale School also held an event last week.
“I’m just looking forward to the joy, excitement, the support and love for what we do and just really thankful for everyone jumping on board.”
Donations of new clothing for rangatahi aged one to 16 can be dropped off until the end of Friday, May 15 at:
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Radio 1XX, 267 The Strand, Whakatane
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New World Supermarket Kawerau
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New World Supermarket Ōpōtiki
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