Background: Tech-based fashion repair platform Sojo has opened a permanent space at Selfridges in London, with the B-Corp certified company now adding repair and alterations to Selfridges’ roster of circular services. It’s the first permanent location for the business that was founded by Josephine Philips in 2021 as a digital-first clothing repair and alterations platform “reshaping wardrobes and promoting circularity within the fashion industry”. Sojo already has partnerships with brands including Ganni, Nanushka, Rejina Pyo, Ahluwalia and Mother of Pearl. Its new hub is on the third floor of the luxury department store, the floor that also house's the retailer’s mix of women’s premium and youthful luxury brands, plus its denim, intimates and swim offer. 

Execution: The space is described as “a digitally integrated destination where customers can repair, tailor or alter any item from their wardrobe, old or new. From shortening and lengthening of hems to waist cinching and upsizing, Sojo’s team of expert tailors will be on hand to advise on fit and tweaks to elevate any wardrobe”. That could mean zip replacement, denim patching and repairing holes in knitwear with pricing for services starting at £5.Customers can book a free in-person fitting or consultation via the online portal to discuss any tailoring and repair needs. The concession can also serve walk-in customers with an on-site fitting room where people can bring in any item of clothing. Most services will be completed at Sojo’s East London studio to be collected from store, or home-delivered. A same-day service is also available for “express alterations such as loose hems or button replacements, which can be hand-sewn by a tailor on-site”.

Impact: The new space is part of a wider Reselfridges destination at the store, bringing together repair, resale and rental “playing a core role in Selfridges’ bold and visionary target of 45% of transactions coming from circular products or services by 2030”.

Photos courtesy of Selfridges