• Date: 1st December 2023 to 7th December 2023
• Location: 5-7 Shorts Garden, Covent Garden, London WC2H 9AZ 
• Opening times: 11:00 – 14:00 and 16:30 – 19:30

A unique pre-loved knitwear pop-up store where every jumper tells the story of a child helped by Save the Children is opening in Covent Garden to celebrate the charity’s annual Christmas Jumper Day campaign (Thursday 7th December).

From Friday 1st December, the Story Knits store will enable those wishing to take part to pick up a jumper and take home a story that not just connects them with the cause but gives more children a better future.

Each of the handpicked knits is named after an individual child that Save the Children has supported, and carries their unique story. Provided by Beyond Retro, the UK’s biggest vintage retailer, the beautifully curated collection runs to 91 jumpers, representing the number of young people helped by the charity every minute.  

These include Junior, age 16, who was taught to grow climate-resilient crops that adapt to climate change in the Soloman Islands, and Kiki, whose family uses a Save the Children supported food pantry providing cheap nutritious meals to those facing hardship in one of the UK’s most deprived areas.

The jumpers cost £30, with 100% of proceeds going to Save the Children’s work in the UK and across the globe.  A selection of knits will also be available to buy online at https://shop.savethechildren.org.uk/product-category/story-knits/.  

Ahead of opening, fashion designer Julia Restoin Roitfeld is hosting a preview event to showcase the collection and share ways to style knitwear this Christmas Jumper Day.

Talking about the store Julia said: “We put on clothes every single day without a second thought.  But what if we could imbue our wardrobe with more meaning? This collection of pre-loved knits doesn’t just help people get involved but allows them to feel the difference their jumper is making too.” 

Gareth Owen OBE, Humanitarian Director for Save the Children, said: “It has never been more important to connect the public with the amazing work Save the Children does – both in the UK and across the world.

“The Story Knits store is a powerful experience that gives a snapshot into the lives of the children we help and how we have changed their future for good.  We’re excited to see people’s reactions to the store and the stories – and at the possibility of creating much deeper and memorable connections with Christmas Jumper Day.”

Since launching in 2012, Christmas Jumper Day has raised a total of £35 million to help transform the lives of children in the UK and across the world, by supporting them with the food, healthcare and education they need.

Over a decade on, Save the Children is hoping its biggest annual fundraiser will raise even more money to help children stay safe, healthy and learning.

Want to get involved in Christmas Jumper Day 2023?

• Taking part is easy: get together with friends, family, colleagues, or classmates, throw on your favourite sustainable sweater or second-hand jumper, and donate £2 (or £1 for kids) to Save the Children.
• Don’t have a suitable sweater?  If you don’t have a jumper for Christmas Jumper Day and fancy giving a pre-loved one a new home visit The Story Knits Store in Covent Garden (5-7 Shorts Garden, London WC2H 9AZ).  The pop-up will open on Friday 1st December and close on Christmas Jumper Day (Thursday 7th December).  Opening times are 11:00 – 14:00 and 16:30 – 19:30.  Jumpers cost £30 with the option to donate more if you so wish.  

To find out more and sign-up, visit www.christmasjumperday.org.   

For more info, images, the stories of the children featured in Story Knits or for interviews,  please contact:

Sarah Ogilvie – sarah.ogilvie@kindredagency.com

Flo Brookes – f.brookes@savethechildren.org.uk