London-based fashion repair provider SOJO has made a triumphant return to Selfridges on Oxford Street, establishing a permanent presence within the iconic department store.

Founder and CEO Josephine Philips expressed her excitement about the venture, stating, "It’s so exciting to be championing repair, alterations, and a slower approach to fashion in the heart of one of the biggest shopping destinations. 

SOJO first made waves at Selfridges during a one-month pop-up between May and June 2023. The overwhelming success of the limited-time appearance paved the way for this exciting permanent concession, situated on the third floor of the department store within the womenswear section.

The permanent concession provides both walk-in services and scheduled visits, with a dedicated space where customers can bring garments in need of repair or alteration, be it old, new, or anything in between. SOJO's commitment to a sustainable fashion future aligns with Selfridges' dedication to fashion circularity.

A notable feature of the concession is its same-day service for express alterations, such as loose hems or button replacements, which can be hand-sewn by on-site tailors. For more complex repairs and alterations, SOJO's east London studio comes into play, ensuring meticulous attention to detail. Finished products can be conveniently collected from Selfridges or delivered to customers' homes within a week using SOJO's emissions-free delivery service.

Acknowledging Selfridges for their commitment to a circular fashion future, Philips expressed gratitude, stating, "A big thank you to Selfridges for really throwing their weight behind a future of fashion circularity and choosing SOJO as their repair provider." 

Those eager to experience the magic of SOJO's repairs and alterations can book a 15-minute consultation with one of their expert tailors through the provided link. The service caters to a wide range of needs, from holey jumpers to lengthy hems and broken zips.

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