When single mum Rachael Esdale was furloughed during the Covid-19 lockdown, she had her hands full with a five-year-old and a new born.
But rather than let the uncertainty of that moment paralyse her, Rachael set in motion something extraordinary: Social Flock.
What began in 2020 as a small local initiative to provide preloved children’s clothing for families in need has grown into a registered charity supporting thousands across Perth and Kinross.
Five years on, Social Flock has four part-time staff, around 20 active volunteers, and an ever-growing reach that continues to meet the rising demand for basic clothing essentials.
“I’d really benefited as a mum from having hand-me-downs from friends,” says Rachael, now 35.
“It just made life a little bit easier. There was a sense of warmth in knowing someone had my back – so I thought, why can’t we scale that idea for the whole community?”
‘Anyone who wears clothes and lives in Perth and Kinross is eligible’
In a region where 22% of children are living in poverty, Social Flock is reducing clothing poverty.
“We noticed there were food banks and support for heating, but nobody was doing clothes,” she says.
“And that’s just as essential – especially during winter or when the school year starts.”
What makes Social Flock unique is its radically inclusive approach.
“Anyone who wears clothes and lives in Perth and Kinross is eligible,” says Rachael, adding that they don’t means test, because poverty is not always visible.
From the outset, the demand was overwhelming. Rachael initially aimed to distribute 15 clothing bundles in her neighbourhood.
“I thought it’d be a tiny side project,” she says. “Then we got 115 applications straight away. That told me everything I needed to know.”
Now, Social Flock’s services include a winter warmer initiative. This distributed 557 packs in 2024, each containing 10 essential items like jackets, pyjamas, and gloves.
There’s also been a newly launched clothing pack scheme, funded by the National Lottery, offering five days’ worth of mix-and-match outfits.
Since its launch on May 1, that scheme alone has seen 395 applications.
Back to school and nursery packs are also now open with 648 applications in so far and a target of providing 1,000 packs over the summer.
What is Rachael Esdale’s background?
A former pupil of Moncreiffe Primary School and Perth High who trained to be an actress at Fife College, Rachael’s background is in community arts.
Her people-first ethos was honed at places like the Lyceum and Perth Youth Theatre.
She worked as a drama coordinator at Perth Theatre before being furloughed.
“My job in theatre was always about making the space inclusive – working with refugees, children, neuro-diverse people, older adults,” she says.
“That spirit of access and dignity has carried into everything we do at Social Flock.”
Crucially, the charity doesn’t just serve those in need – it empowers them.
Many of the volunteers are past or current beneficiaries.
“It’s cyclical,” Rachael explains. “They might receive a school pack one month, and the next they’re driving deliveries or helping sort donations.”
How important is sustainability?
The environmental dimension is equally important. Social Flock operates as a kind of “free Vinted or eBay,” where donations are checked, washed, mended, and often creatively repurposed.
“If we get a school jumper that’s faded but otherwise fine, we’ll dye it and pop a little tag on it to warn about colour run,” she says. “It’s about re-loving what we already have.”
But as demand grows, so does the need for funding. Alongside national grants, recent support from the Enchanted Forest community fund has been transformative – especially in expanding access to more remote parts of Perthshire.
“The funding has allowed us to offer free doorstep delivery in the Highland ward, which is a game changer,” says Rachael.
“We’ve been able to connect with schools in Pitlochry and beyond, offering back-to-school packs to children who might otherwise go without. And we’re collaborating with others too – like the parent council at Pitlochry High, who are doing amazing work with swap shops.”
‘Fairness’ at the heart of Social Flock
The charity’s reach is spreading rapidly, not just because the need is dire, but because the model works. It’s stigma-free, sustainable, and deeply local.
But for all its growth, Rachael is careful to emphasise that this isn’t just about charity – it’s about fairness.
And as Rachael looks ahead, she knows there’s still much to do.
Conversation