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Operation School Bell is a kids' clothing store without mannequins, sales clerks or cash registers, a place where needy Denver students can shop for brand-new clothes without worrying about the tab.

Caption: Alan Carasco, 5, listens as volunteer Carolyn Hays asks him a question while he gets fitted for shirts Wednesday at Operation School Bell, which is sponsored by The Assistance League of Denver and operates out of a small Denver storefront. (Judy DeHaas, The Denver Post)

"It helps tremendously. Uniforms are expensive, and we really need this place," said Janeisha Carey of Denver, a cook and mother of three young children who attend National Jewish Health's Kunsberg School for chronically ill children.

Carey watched as a team of Operation School Bell volunteers working in a small storefront at 1331 E. Colfax Ave. helped her children each choose two new pairs of jeans, two shirts, a hat, gloves, underwear, socks, a new winter coat and a new children's book. They also got vouchers for new shoes.

Children are referred to the free-clothing program mostly by school social workers, and the only requirement is that they must qualify for free or reduced- price lunch programs.

Last year, Denver Public Schools referred 2,679 students, grades kindergarten through eight, to the store. The numbers are up this year because of the sagging economy, DPS officials said.

On a cold September day, Operation School Bell volunteer Ginny Allen was busy fielding e-mail requests and making appointments for families seeking help.

"It's freezing outside," said Marisa Gonzalez, who waited patiently as her two young stepchildren tried on school clothes in dressing rooms. "I wasn't expecting a jacket. That's great."

Since the clothing program opened this year on Aug. 27, about 1,800 families have visited the store. About 2,700 children will be served by the time it closes Nov. 1.

"The need is great now," said Carol Jandrlich, president of the Denver chapter of The Assistance League, which runs the Operation School Bell store.

Caption: Fifth-grader Jeremiah McGhee, 10, holds a sack of new clothing while he checks out the stash of books at Operation School Bell on East Colfax Avenue. (Judy DeHaas, The Denver Post)

Operation School Bell was launched 50 years ago by Los Angeles teacher Ruth Ann Montgomery, who noticed a group of siblings apparently taking turns wearing one another's clothing.

Fifth-grader Jeremiah McGhee, 10, holds a sack of new clothing while he checks out the stash of books at Operation School Bell on East Colfax Avenue. (Judy DeHaas, The Denver Post)It now is the national philanthropic program of The Assistance League.

Today, there are 126 Operation School Bell programs nationwide that serve 250,000 children.

In 1977, The Assistance League of Denver partnered with Denver Public Schools to help children get new clothes.

"We recognized a need for self-esteem," Jandrlich said. "Children who have it do better academically and have good grades."

In Denver, the clothing program operates on a $150,000 annual budget that is funded by grants, fundraisers and sales at The Assistance League of Denver's Thrift Mart.

Annette Espinoza: 303-954-1655 or aespinoza@denverpost.com