More than half of parents surveyed in the South East are worried about the price of school uniform, with many cutting household spending, using savings or going without things themselves to prepare children for the new term.
At a glance
| Parents worried about uniform costs | 52% of South East respondents |
| Going without themselves | 36% |
| Cutting household spending | 30% |
| Using savings | 27% |
| New branded-item limit | Three compulsory branded items, or four at secondary and middle schools if one is a tie |
| When the rule starts | 1 September 2026 |
| Oxfordshire uniform grant | Oxfordshire County Council does not offer a dedicated school uniform grant |
| First place to ask for help | Your child’s school, which should publish its uniform policy and second-hand arrangements |
Parents across the South East are entering the new school year under considerable financial pressure, despite new rules intended to reduce the number of costly branded uniform items schools can require.
Research commissioned by Save the Children found that 52% of parents surveyed in the region were worried about school uniform costs.
A third were concerned about paying for school shoes, while one in five identified PE kit as a source of financial worry.
The pressure extends beyond the school-clothing shop. More than a third of South East respondents said they were sacrificing things for themselves to meet back-to-school costs.
Three in ten expected to reduce wider household spending, 27% planned to use savings and almost a quarter said they would work additional hours.
A fifth expected to spread the cost of preparing their children for school across several months.
What parents in the South East told researchers
| Financial concern or response | South East respondents |
|---|---|
| Worried about school uniform | 52% |
| Going without things themselves | 36% |
| Worried about school shoes | 33% |
| Cutting household spending | 30% |
| Using savings | 27% |
| Working extra hours | 24% |
| Worried about PE kit | 21% |
| Spreading costs over several months | 20% |
Dan Paskins, Executive Director of UK Impact at Save the Children, said uniform, shoes and bags could become especially difficult to afford after families had already spent six weeks covering food, activities and childcare during the summer holidays.
He welcomed the new restriction on branded items but said the wider cost-of-living pressures facing families had not disappeared.
The research also found mixed emotions about the return to school. Some 39% of South East parents said they were looking forward to having a routine again, while a third expected to be financially stretched by the end of the holidays.
Twenty-nine per cent felt relieved the break was ending, 27% expected to feel tired or low on energy, and one in five felt anxious about the start of the new academic year.
What the survey can and cannot tell us
The research was conducted by Opinium for Save the Children between 22 June and 3 July 2026.
It questioned 2,000 UK parents with at least one child under 16 and was weighted by age, gender, working status and social grade to be representative of parents across the UK.
The South East figures are a regional breakdown of that wider survey. The number of respondents in the regional group has not been stated in the press release.
The percentages should therefore be treated as an indication of attitudes and financial pressure across the wider South East, rather than a precise measure of the experiences of Oxfordshire parents.
New limits on branded school uniform
From 1 September, schools in England must limit the number of compulsory branded school uniform and PE items they require.
Primary schools can require no more than three branded items.
Secondary and middle schools can require four, but only where one of those four items is a tie.
The restriction is a legal requirement under the Education Act 1996, as amended by the Children’s Wellbeing and Schools Act 2026.
| Type of school | Maximum compulsory branded items |
|---|---|
| Primary school | Three |
| Secondary or middle school | Three, or four if one of the four is a tie |
The limit covers the whole school year and includes uniform and PE kit.
A school cannot avoid the restriction by requiring different branded items in summer and winter, or by treating a branded sports item as separate from everyday uniform.
What counts as a branded item?
A garment does not need a large school crest to count as branded.
An item is likely to fall within the limit if it has a logo, badge or distinctive design, or if the school’s requirements mean it can be bought from only one supplier.
The rule can include:
- blazers, jumpers or polo shirts carrying the school crest;
- branded PE tops, shorts or tracksuits;
- school-specific bags or book bags;
- branded summer dresses or seasonal garments;
- generic clothing to which parents are required to add a school badge; and
- items needed for school clubs or activities where the branded version is compulsory.
A plain white shirt, grey trousers or navy cardigan that can be bought from several shops would not normally count as branded.
Schools can still set reasonable requirements about colour, fit and suitability without insisting that every garment comes from a named supplier.
Optional branded products can continue to be sold, but schools should permit an equivalent unbranded version. An optional logo hat, for example, should not prevent a pupil wearing an acceptable plain alternative.
Schools must publish clear information
Every school’s uniform policy should be available on its website and should clearly explain which items are compulsory, which are optional and which can be bought from ordinary retailers.
Schools should also publish information explaining how parents can obtain second-hand uniform.
That does not necessarily mean every second-hand item must be free. It means the opportunity to obtain pre-loved uniform must be openly accessible to current and prospective parents, rather than hidden behind a paid event or an informal arrangement available only to some families.
Schools can run their own swap shop or sale, work with a parent-teacher association or direct families to an established local scheme.
Government guidance also says schools should avoid single-supplier arrangements unless they can demonstrate good value and regularly retender the contract.
Cost, quality, durability and sustainability should all be considered when a governing body sets the policy.
What the new rule does not cover
The branded-item limit should give families more freedom to buy plain basics from supermarkets, high-street shops and second-hand sellers.
It does not, however, place a cap on the total amount a household can be asked to spend.
Families may still need to buy shoes, coats, bags, trousers, shirts, skirts, sports footwear, stationery and replacement items as children grow.
The price of plain clothing is not controlled by the new law, while schools can still require generic items to meet reasonable specifications.
Government analysis published before the branded-item law was introduced estimated that parents paid an average of £442 to kit out a secondary pupil and £343 for a primary pupil.
The eventual saving will vary considerably between schools. Families at schools that already required very few branded products may notice little change, while those previously expected to buy a long list from one supplier may have more scope to shop around.
Where Oxfordshire families can seek help
Oxfordshire County Council does not provide a dedicated school uniform grant.
Its Live Well Oxfordshire service instead directs families towards schools, charities and community organisations that may be able to help.
The first step should usually be the child’s school.
Parents can ask the school office, headteacher or family-support worker about:
- second-hand uniform sales or swap shops;
- unclaimed lost-property items that can be reused;
- school hardship or welfare funds;
- help available to families receiving Pupil Premium support;
- payment arrangements with the uniform supplier; and
- temporary loans where a child has outgrown or damaged an item.
Government guidance says schools should take a considerate approach where financial hardship has caused a pupil to fall short of the uniform policy.
A child should not be made to miss classroom teaching, breaktimes or extracurricular activities because their family cannot afford the required clothing.
School uniform help in Oxfordshire
| Your child’s school | Check its website for the current uniform policy, generic alternatives and second-hand arrangements. Ask privately about any hardship support. |
| Templars Square pre-loved uniform shop | Free school uniform is available opposite The Jungle at Templars Square, Cowley, on Mondays from 12pm to 2pm. No booking is required. |
| Live Well Oxfordshire | See Oxfordshire County Council’s school uniform support information. |
| Baby Bank Alliance | Some baby banks also provide clothing, shoes, bags or uniform for older children. Services and referral arrangements vary. Search the national baby bank map. |
| Oxfordshire Crisis Support Scheme | This is not a general uniform fund. It may help with immediate food, energy or emergency needs, with clothing covered only in exceptional circumstances. Read the eligibility rules. |
Free pre-loved uniform in Cowley
A dedicated pre-loved school uniform shop currently operates at Templars Square Shopping Centre in Cowley.
The shop opens every Monday from noon until 2pm and allows families to browse and take the items they need free of charge, without making an appointment.
It is located opposite The Jungle, with donations accepted through the Templars Square management office.
The service also offers wider parental support, including help contacting schools and signposting to other services.
Stock depends on donations, so a particular school colour, size or branded item cannot be guaranteed.
Families can check the latest arrangements through the Templars Square uniform shop page.
Baby banks may also be able to help
Baby banks are commonly associated with nappies and equipment for infants, but some also support older children with clothing, coats, shoes, books and school bags.
The Baby Bank Alliance says there are more than 400 baby banks across the UK, although not every organisation is an Alliance member and not every bank stocks school uniform.
Some accept direct requests, while others require a referral from a school, health visitor, social worker, family centre or another professional.
Parents should contact the individual organisation before travelling to check its age range, current stock and referral process.
Save the Children says baby banks distributed 84,000 pairs of shoes and 340,000 books during 2025, although the shoes were not all supplied specifically for school use.
Practical ways to reduce the uniform bill
Before buying anything, parents should download the latest uniform policy from the school website.
Older letters, retailer lists and information shared in parent groups may no longer reflect the September rules.
Check whether each branded item is genuinely compulsory and whether a supermarket or high-street alternative is permitted for shirts, trousers, skirts, jumpers and PE basics.
Other useful steps include:
- asking the school about second-hand uniform before ordering new;
- buying the minimum number needed at the start of term rather than several spares immediately;
- checking sizes carefully and keeping receipts until items have been tried on;
- labelling every garment to reduce the likelihood of costly replacements;
- asking relatives and local parent groups about outgrown clothing;
- checking shoes and PE kit early, as these may need more time to replace; and
- avoiding unnecessary branded versions of items where a plain alternative is allowed.
Parents passing on uniform should donate items while they still have useful life left. Clean clothing with working zips, secure buttons and readable labels is more likely to be reused quickly.
What to do if a school appears to be breaking the rules
Parents who believe a school is requiring too many branded items should first check the published policy and ask the school to clarify which garments are compulsory.
If the policy still appears to exceed the legal limit, the concern should be raised with the headteacher and then through the school or academy trust’s formal complaints procedure.
The governing board must have a process for considering complaints about uniform costs.
If a parent has completed the school’s complaints process, has been prevented from using it or believes the school is failing to follow education law or statutory guidance, they can contact the Department for Education through its customer help service.
The official rules are available through the Department for Education’s cost of school uniforms guidance.
Charities say families are still making difficult choices
Save the Children says limiting branded products is a useful first step but will not remove the wider financial pressures facing families.
Hannah Pentith, Executive Lead of the Baby Bank Alliance, said baby banks were providing emergency support in communities and were not limited to clothes and equipment for babies.
She said some could also help with uniform staples, books and shoes, although provision differed between organisations.
For families already struggling with food, energy or housing costs, a new pair of school shoes or replacement blazer can become the expense that destabilises the rest of the household budget.
The regional survey suggests that many parents are absorbing those costs themselves, by reducing personal spending, working more hours or using money previously set aside as savings.
FAQs
When do the new school uniform rules begin?
The legal limit on compulsory branded items takes effect in England on 1 September 2026.
How many branded items can a primary school require?
A primary school can require no more than three compulsory branded items across its uniform and PE kit.
How many can a secondary school require?
A secondary or middle school can normally require three. It can require four where one of those four items is a tie.
Does PE kit count?
Yes. Compulsory branded PE clothing is included within the same limit as everyday school uniform.
Does a branded school bag count?
Yes, if the school requires pupils to use it. A branded bag sold as an optional product would not count if an acceptable generic alternative is permitted.
Does a school badge sewn onto a plain jumper count?
Yes, if parents are required to attach the badge. Government guidance treats the resulting garment as a branded item.
Must schools provide second-hand uniform?
Schools must ensure second-hand uniform is accessible and publish clear information explaining where parents can obtain it. The arrangements may involve a school sale, swap shop, parent association or outside organisation.
Does Oxfordshire County Council offer a uniform grant?
No. The county council says it does not provide dedicated school uniform grant funding, although individual schools and charities may offer support.
Where can Oxford families get free uniform?
A free pre-loved uniform shop currently operates at Templars Square in Cowley on Mondays from noon to 2pm. Stock depends on donations.
What should I do if I cannot afford the uniform?
Contact the school office or headteacher as soon as possible and ask about second-hand items, hardship support, loans or generic alternatives. Schools are expected to respond sensitively where financial hardship is involved.
Can a child be excluded from lessons because the family cannot afford uniform?
Government guidance says schools should take a considerate approach and would not expect pupils unable to comply for financial reasons to miss classroom teaching, breaktimes or extracurricular activities.
What if the school requires more branded items than the law permits?
Raise the issue with the headteacher, then use the school or academy trust’s complaints process. The Department for Education can be contacted after that process has been exhausted, or where a parent believes the school is not following education law.
