Sojo, a tech-based fashion repair platform founded by Josephine Philips in 2021, has recently opened a permanent location at Selfridges in London. The company’s mission is to revolutionize wardrobes and foster circularity in the fashion industry by offering digital-first clothing repair and alterations services. As a B-Corp certified company, Sojo is dedicated to operating in a socially and environmentally responsible manner.
The new Sojo hub is located on the third floor of Selfridges, which houses a wide range of women’s premium and youthful luxury brands, as well as denim, intimates, and swimwear. This digitally integrated space serves as a destination where customers can have their clothing items repaired, tailored, or altered, regardless of their age. Sojo’s team of expert tailors provides personalized guidance on fit and offers suggestions to enhance any wardrobe. Services offered range from simple alterations like shortening hems and upsizing to more complex tasks like waist cinching, zip replacement, denim patching, and repairing holes in knitwear. The pricing for these services starts at £5.
Customers have the convenience of booking a free in-person fitting or consultation through the online portal to discuss their specific tailoring and repair needs. Walk-in customers can also utilize the on-site fitting room and bring in any item of clothing for service. Most of the services will be completed at Sojo’s East London studio and can either be picked up from the store or delivered to the customer’s home. For those in urgent need of alterations like loose hems or button replacements, a same-day service is available and can be performed by an on-site tailor.
The success of Sojo’s one-month pop-up at The Corner Shop in Selfridges last year led to the establishment of this permanent space within the renowned retailer. This new hub is part of Selfridges’ wider Reselfridges destination, which aims to bring together repair, resale, and rental services. Selfridges has set an ambitious goal of having 45% of its transactions come from circular products or services by 2030, and by partnering with Sojo, the retailer demonstrates its commitment to sustainability and supporting initiatives that foster a more circular fashion industry.
Useful links:
1. Sojo Official Website
2. Reselfridges: The Circular Fashion Resolutions
