Boden is partnering with Helpforce, a charity that helps make the lives of NHS staff and patients better. It aims to supply clothes to nurses, doctors, support staff and patients, with the on-brand message “to the NHS with love”.

The Boden website says: “Together, we’ll be donating our lovely clothes to those that need them, from nightwear for NHS workers who can’t return home at the end of their shift, to clothes for recovered patients to wear when they leave hospital. Find out more about their brilliant work and how you can help here.”

Keep clam and carry on online shopping

Founder of Boden, Johnnie Boden has posted a special message on the company site, setting the tone for how the quirky clothing brand plans to work through the coronavirus crisis.

He says: “We will do our absolute utmost to keep our websites and warehouses trading and to deliver everything you love about Boden. But most importantly, we will continue to do our very best to lift your spirits over the next few weeks.

“It might seem highly inappropriate to show you clothes for which you currently have no need. Well, we’ve already made the clothes. We’ve already taken the photographs, we’ve already printed the catalogues and they’re on their way to you. I’m sorry but things were too far advanced to stop.

“I really hope that these clothes and photographs will cheer you up. (Which is frankly what we all need.) Again, I’m really sorry if you consider this insensitive.”

What’s life like for Boden workers?

There is detail on the corporate website about how Boden staff are being treated at this time.

Johnnie Boden’s statement says: “Our London and Boston office staff are now working from home and we have closed our shops. In line with the UK government and the World Health Organisation guidelines our warehouse teams in Leicester and Pittston have changed to a new shift pattern with careful hygiene protocols and thorough cleans between shifts.”

At the time of writing, ecommerce and home delivery operations are still legally allowed to continue, although some retailers – for instance Next and River Island – have opted to stop taking online orders  to protect staff.

Find out about the work of Helpforce here.