London: Sojo, a fashion repair platform, is collaborating with notable brands like Arket and Reiss to enhance sustainability in the industry. Their services, which include garment repairs and alterations, aim to extend the life of clothing and encourage eco-friendly consumer habits.
Sojo, a fashion repair and alteration platform, is increasingly partnering with both high street and designer brands to promote sustainability within the fashion industry. Established in 2021, Sojo has garnered attention for its innovative services, which are designed to extend the life of clothing. On Thursday, London-based Arket, a brand under the H&M Group, announced its collaboration with Sojo, joining other notable retailers such as Reiss, Margaret Howell, and Paul Smith in embracing these eco-friendly initiatives.
Consumers engaging with Sojo’s services will benefit from garment repairs and alterations provided at its studio in East London, with prices starting from five pounds. Arket customers can access a convenient door-to-door booking service through the brand’s website, while also having the option to use in-store drop-off and pick-up at its Regent Street and Covent Garden locations.
Ella Soccorsi, head of design and creative at Arket, articulated the significance of this partnership, stating, “Our collaboration with Sojo is a natural next step for us in that ongoing work and to make sure our products can be used and loved for a long time, where we hope that we can inspire customers to repair and customize their cherished Arket pieces instead of replacing them.” This effort aligns with Arket’s broader sustainability goals, including the launch of the Arket Archive, a resale destination for pre-loved items, and a collaboration with Bundlee to offer rental options for kidswear.
Reiss is likewise adapting its operations through its partnership with Sojo. Sarah Kennedy, the brand’s environmental, social, and governance manager, emphasised that Sojo’s involvement represents a significant enhancement to Reiss’s sustainability and ethical trade strategy, stating, “by partnering with Sojo through our five-month trial, we’re empowering our customers to extend the life of their Reiss garments and encouraging them to love their garments for as long as possible.”
Iconic designers like Margaret Howell and Paul Smith also recognise the value of Sojo’s services in promoting sustainability. Caroline Attwood, managing director at Margaret Howell, remarked on the brand’s ethos of creating long-lasting clothing, affirming that their collaboration with Sojo complements their commitment to sustainability.
Since its inception, Sojo has made substantial strides in the industry not only by providing repair services for consumers but also by advising e-commerce brands on circularity. The platform successfully raised $2.4 million in pre-seed funding in 2022, paving the way for its continued expansion.
Josephine Philips, the chief executive officer and founder of Sojo, noted a strategic shift in the business model, moving from a purely direct-to-consumer approach to a more integrated business-to-business model. In-store solutions, such as those established in Selfridges, are part of this transformation, with Philips expressing excitement about the positive feedback from retail teams and customers alike.
Philips articulated the goal of these partnerships within the current retail climate, stating, “brands are constantly looking to bring more customers back to their stores with a renewed objective of ensuring an elevated and unique experience for their retail customers.” Through collaborations with brands like Sojo, retailers are not only personalising the shopping experience but also enhancing the value proposition of their in-store offerings.
As Sojo continues to forge partnerships with a variety of brands and expand its services, it remains a significant player in the movement toward sustainability in the fashion industry, encouraging a shift in consumer habits and retail practices.
Source: Noah Wire Services
