Burberry is set to host the ReBurberry pop-up at Selfridges in London, offering repair, customization, and upcycling services to extend the life of its iconic products.

Burberry is launching a pop-up event titled ReBurberry, running from March 6 to March 13, 2023, at the ReSelfridges section of Selfridges in London. This initiative aims to promote sustainability by extending the life of customers’ Burberry products, such as scarves, leather accessories, and the brand’s iconic trench coats.

The ReSelfridges area is known for offering pre-loved and archival items alongside services that include repairs, resale, and customization. As part of the ReBurberry experience, an artisan from Burberry’s Castleford factory, established in 1972 and recognized for its production of trench coats, will be present to provide customers with repair and customization options specifically for their trench coats.

In addition to repair services, the pop-up will feature trench coats made prior to 1999, each restored by Burberry specialists and labeled as “Proudly Restored by Burberry”. This emphasizes the brand’s commitment to reviving and maintaining its heritage garments.

As a part of the event, Burberry is offering a Scarf Upcycle service that encourages customers to bring in their scarves, which can be repaired with custom embroidery and darning. This initiative highlights Burberry’s focus on personalization and sustainable fashion practices.

Additionally, the pop-up will showcase a Cashmere Refresh service, available at select Burberry stores. This service is designed to restore the finish of cashmere scarves using a specialized technique that includes brushing, steaming, and misting, further underlining Burberry’s efforts in promoting garment longevity.

Burberry first introduced its ReBurberry Edit in 2020, showcasing its commitment to sustainability through a collection of its most eco-friendly styles. Since then, the initiative has evolved to incorporate diverse repair and restoration services, reflecting the brand’s ongoing dedication to creating a more sustainable approach to fashion.

Source: Noah Wire Services