SOJO Launches Permanent Repairs and Alterations Service at Selfridges London
We're on Floor 3 Womenswear at Selfridges Oxford Street, we're not going anywhere, and we'd love to see you and your broken zips.
Jan 22, 2024
If you came to our pop-up at the Selfridges corner shop back in 2023, you'll know the energy. The response was genuinely overwhelming — more than we could have anticipated — and it made one thing very clear: people don't just want repair to be possible, they want it to be easy, accessible and embedded into the places they already shop. So that's what we went and built.
As of January 2024, SOJO has a permanent concession inside Selfridges Oxford Street. Not a trial, not another pop-up. A proper home, on the third floor of one of the most recognisable shopping destinations in the world.
For us, this is more than a new location. Selfridges has long been at the forefront of reimagining what a department store can stand for, and their Reselfridges initiative — which sets a target of 45% of transactions coming from circular products or services by 2030 — is one of the most ambitious circularity commitments in mainstream retail. Being chosen as their repair provider means clothing repair sits alongside everything else they do: not tucked away, not an afterthought, but genuinely central to the experience they're offering their customers. That feels important.
We've always believed that the most sustainable piece of clothing is the one already hanging in your wardrobe. The problem has never really been whether people want to repair things — it's that repair has historically been inconvenient, hard to price, or just difficult to find. A permanent concession inside Selfridges is our way of removing every one of those barriers.
So, what can you actually bring us?
Honestly, most things. Our tailors are on-site for walk-ins and appointments, and the range of what we do is broader than people often expect. Hem adjustments, zip replacements, waist cinching, upsizing, denim patching, holes in knitwear — if it's something you love and it's seen better days, there's a good chance we can sort it. Prices start from £5.
For quicker fixes — a loose hem, a button that needs hand-sewing — we can often handle these same-day, in-store. For anything more involved, your pieces go to our East London studio and come back to you within a week, either ready to collect from Selfridges or delivered straight to your door via our emissions-free delivery service.
You can drop in whenever, or book a 15-minute consultation with one of our tailors through our website if you'd rather come with a plan.
In the words of our founder Josephine Philips: "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."
Dig out those holey jumpers. We'll be here.