P.Louise is supporting Cash for Kids Mission Christmas for the third year, following reports of significant donation shortages affecting thousands of disadvantaged children across Greater Manchester in the UK.
Donating £1 from every full-price order placed in December, the brand has raised £70,000 to date for the charity.
The charity’s annual Mission Christmas campaign sets out to ensure no child is left without a present during the holiday season, delivering gifts to disadvantaged children across the UK.
This cash donation comes alongside Christmas pyjamas, advent calendars and a number of additional gifts purchased personally by the brand’s founder, Paige Williams.
So far in 2025, the brand has raised £70,000 for the cause.
This follows donations of £40,000 in 2024 and £20,000 in 2023.
Williams said: “Supporting Cash for Kids has always been close to my heart.
“I grew up watching my mum struggle, but there was always something waiting for us on Christmas morning.
“When I saw how many children may wake up with nothing this year, I knew I could not stand back.”
Charitable donations and community support are a core focus for Williams, who continued: “Giving back has always been huge for me with P.Louise, even when I have chosen to do it quietly.
“However, with the sense of urgency this time, I knew I had to speak up and use my platform.”
This year, the charity’s Manchester location had to send home volunteers due the empty shelves and a lack of gifts.
Williams has sparked online support for the charity’s mission as P.Louise customers praised the initiative.
“Our community has always shown up for P.Louise, and now I am asking us to show up for these kids,” said Williams.
“Every full-price order, every gift donated, every act of kindness makes a difference.
“Together, I know our community can fill those shelves and create memorable moments for these children this Christmas.”