Fashion Repair and Alter Platform Sojo Opens in Selfridges

LONDON — Sojo, a digital-first clothing repair and alterations platform founded by Josephine Philips, has opened its first permanent concession on the third floor of Selfridges’ Oxford Street flagship.

The location offers in-person fittings or consultation via the online portal with Sojo’s tailors to discuss any tailoring and repair needs. The space also serves walk-in customers with an on-site fitting room where customers can bring anything old or new with prices starting from 5 pounds.

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After that, most services will be completed at Sojo’s East London studio. Customers will be able to receive the items via emission-free delivery service within one week. A same-day service is available for express alterations such as loose hems or button replacements.

Sojo was first introduced to Selfridges as part of the retailer’s Reselfridges program, a portfolio of circular initiatives it hopes will eventually become the backbone of the business.

“We had the most incredible engagement and uptake when we had our one-month pop-up at the Selfridges corner shop last year and I’m really excited that we’re now back with a permanent concession to be able to provide an in-person repair and tailoring experience at the heart of London’s retail,” Philips said.

Launched in 2021, Sojo positions itself as the U.K.’s first clothing repair and alterations app, providing an integrated and scalable solution to fashion and retail businesses to help reduce returns and increase circularity. Its partners include Ganni, Nanushka, Rejina Pyo, Ahluwalia and Mother of Pearl.

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