Clothing Repair Is Driving Circular Growth at Selfridges — And SOJO Is Helping Lead the Way
Selfridges has published its 2025 Reselfridges Report, and one message comes through clearly: clothing repair is becoming one of the most commercially successful models in circular fashion.
May 25 2026
As one of Selfridges' official repair partners, SOJO is proud to be helping make repair a visible, scalable, and revenue-generating part of modern retail.
The Reselfridges Report is Selfridges' annual sustainability publication, tracking progress against its circular retail ambitions and setting priorities for the years ahead. The 2025 edition introduces Reselfridges 2030, a new five-year strategy focused on circularity, transparency, and measurable impact.
Perhaps most importantly, the report demonstrates that circular fashion is moving beyond experimentation. For one of the world's most influential department stores, repair is no longer a sustainability initiative running alongside the business. It is increasingly becoming part of the business itself.
Clothing Repair Is Growing as a Circular Fashion Model
According to the report, repair contributed 12% of Selfridges' circular revenue in 2025, growing 10% year-on-year across ready-to-wear, handbags, and shoes. Total circular revenue reached £17.6 million, representing a 27% increase year-on-year. (Source: Selfridges Reselfridges Report 2025 — link to be added)
The report also revealed that Selfridges has paused its rental offering, citing challenges around scale and simplicity. While rental remains an important part of the circular fashion conversation, the decision highlights a reality many retailers are discovering: customers often find repair easier to understand, easier to access, and easier to integrate into their everyday wardrobes.
Unlike rental, repair doesn't require customers to change their behaviour entirely. It simply helps them keep the clothes they already love in circulation for longer.
For the wider fashion industry, the message is significant. Clothing repair is no longer a niche service offered on the margins of retail. It is emerging as a commercially viable circular model with growing customer demand.
How SOJO Is Making Clothing Repair More Visible at Selfridges
The Reselfridges Report specifically highlights SOJO's work in making repair more accessible and engaging on the Selfridges shopfloor.
In early 2025, SOJO introduced a sewing machine directly onto the Selfridges London shopfloor, transforming repair from a behind-the-scenes service into something customers could actively see and engage with. Later in the year, an embroidery machine was added, allowing customers to personalise garments through live monogramming and customisation alongside traditional repair services. As the report notes:
"This created a more engaging experience, transforming repair from a behind-the-scenes service into something customers could see and take part in."
This shift reflects a broader change happening across fashion. Repair is increasingly being viewed not only as maintenance, but as craftsmanship, personalisation, and care. Customers are no longer simply fixing damaged garments; they're investing in pieces they want to wear for years.
At SOJO, that's exactly the future we're working towards: making clothing repair convenient, desirable, and part of the everyday fashion experience.
Why Repair Is Becoming Essential to Luxury Retail
Luxury has traditionally been associated with longevity, craftsmanship, and quality. Repair naturally extends those values.
When customers repair a favourite coat, alter a treasured dress, or personalise a handbag with embroidery, they deepen their relationship with the item. The garment becomes more personal, more useful, and ultimately more valuable.
For retailers, repair also creates an opportunity to continue serving customers long after the original purchase. Rather than ending the relationship at checkout, repair creates an ongoing service model that supports both customer loyalty and circularity goals.
The Selfridges results suggest that this approach is beginning to resonate at scale.
SOJO and Selfridges: Building Circular Fashion Infrastructure
SOJO has been a repair partner at Selfridges for more than two years, helping deliver professional clothing repairs and alterations within one of the world's most recognised retail environments.
Alongside Selfridges, SOJO works with leading fashion brands including Marks & Spencer, Paul Smith, and H&M Group, providing the technology and operational infrastructure needed to offer repair and alterations services at scale.
Being recognised within Selfridges' flagship sustainability report reflects something larger than a single partnership. It demonstrates that repair infrastructure can be integrated into mainstream retail in a way that benefits customers, brands, and the wider fashion ecosystem.
What the Reselfridges Report Means for the Future of Circular Fashion
The significance of the Reselfridges Report extends far beyond a single retailer.
By publicly sharing revenue data and investing in repair services across its stores, Selfridges is helping establish a new benchmark for circular retail. The report shows that circularity is no longer an aspirational concept reserved for sustainability reports. It is increasingly becoming an operational reality.
With 92% of Selfridges customers either prioritising sustainability or wanting to prioritise it when shopping, customer demand is already there. (Source: Selfridges Reselfridges Report 2025 — link to be added)
The challenge for retailers is building the infrastructure to meet that demand.
Repair is proving to be one of the clearest ways to do exactly that.
Visit SOJO at Selfridges London
You can find SOJO's tailoring studio on Floor 3, Womenswear, at Selfridges London, open seven days a week.
Whether you need a hem shortened, a zip replaced, alterations for a better fit, or a favourite garment brought back to life, our expert tailoring team is here to help.
Can't make it to the store? Book online through SOJO and we'll collect, repair, and return your clothes directly to your door.
Ready to extend the life of your wardrobe? Visit sojo.uk/fix-my-clothes to book your repair today.