What: Sojo has opened its first permanent concession in Selfridges’ Oxford Street flagship in London.

Why it is important: This move highlights the growing trend towards sustainable fashion practices and the integration of circular initiatives in mainstream retail, emphasizing the importance of clothing repair and alterations in reducing waste and promoting sustainability in the fashion industry.

Founded by Josephine Philips, Sojo offers in-person fittings and consultations for tailoring and repair needs, with most services completed at its East London studio. The platform, which started as part of Selfridges’ Reselfridges program, aims to reduce returns and increase circularity in fashion. It provides emission-free delivery of repaired items within a week and offers same-day service for express alterations. Sojo's partnership with Selfridges and its collaboration with brands like Ganni and Nanushka signify a significant step towards sustainable fashion solutions in the retail sector.

Fashion repair and alter platform Sojo opens in Selfridges