Amount Given:

£90,000 over three years (grant made in 2016)


Countering the effects of damaging activity


Bundle of Joy Gifting Event - Portrayed Photography

Laura Lines,

Grants Manager, Esmée Fairbairn Foundation


Hubbub is an innovation hub. It takes a fresh approach to solving environmental issues, focusing on fashion, food, homes and neighbourhood. The fashion industry creates three million tonnes of greenhouse gas emissions annually. UK Consumers throw out at least one million tonnes of textiles every year. By just extending the average life of clothes by three months would lead to 5-10% reduction in carbon water and waste footprints. This work is a good match with our priority, countering the effect of damaging human activities. We like Hubbub’s approach. It avoids doom and gloom, instead its communications and events are positive, sociable, and collaborative and open to all. Its method of working is to enable local community-based organisations to deliver lasting change. 

Stine Wilhelmsen,

Campaign Coordinator, Hubbub



Bundle of Joy Launch event

Hubbub creates environmental campaigns with a difference, focusing on people’s passions to inspire people to make healthier, greener lifestyle choices, which more often than not help save money and bring people together.

As part of our efforts to reduce textile waste and with the help of Esmée Fairbairn, we created #GiftABundle, a Mother’s Day campaign that encourages parents to gift outgrown baby clothing to other local families who need a bit of support.

Research shows that 183 million items of outgrown baby clothing are stashed in UK homes, enough to provide 250 items for each baby born each year. At the same time, one-third of parents admit to binning clothing because they didn't know what else to do. As the average UK family spends £11,000 on clothing per child, gifting clothing is a great way to help families make ends meet.

In 2017, we piloted #GiftABundle in 13 locations across the UK, with the aim of scaling to more areas in the future. From late February until Mother’s Day, hundreds of bundles were collected, sorted and quality checked, before being gifted to families via local groups and charities such as Little Village Baby Bank in South London.

Besides reducing textile waste and helping families save money, #GiftABundle focuses on strengthening ties within communities. For instance, parents are invited to write messages for the family receiving the bundle using specially designed gift tags.

To spread the message far and wide, we shared tips on making clothes last longer and recycling textiles through a national social media and PR campaign. This generated considerable coverage, including six broadcast pieces, 70 online pieces and 1.2 million timeline deliveries on Twitter.

To inspire people to bring #GiftABundle to their community, we’ve created a ‘How To Guide’ filled with tips and advice, which is freely available.

Sophia Parker,

Director of Little Village

Little Village is like a foodbank, but for clothes, toys and equipment for babies and children. We collect up high quality donations from local families, and pass them on to families in need. We are delighted to be a distribution partner for the #GiftABundle campaign. As a grassroots charity that supports struggling families, we know first hand just what a difference it makes to people when they feel able to provide for their kids.

The clothes bundles that Hubbub and Mothercare gave to us were great quality, and beautifully presented - truly reflecting our mission to pass on items that feel like gifts from one family to another, rather than hand-outs.

The mums who’ve received the bundles via our drop in service have been delighted by them. All these benefits - and at the same time we’re recycling unwanted clothes in the best way possible by reusing them.