The development of sustainability models in the fashion industry is having a fashionable time so to speak. The new ‘Brand Approved’ venture from Vestiaire Collective that has already gained Alexander McQueen as a client is a great example of that.

Therefore, today, we are proud to raise awareness of another great business model in this area and very glad to introduce a social media collaboration with Sojo, the new Deliveroo-style App of clothing alterations and repairs, currently available in London.

When I discovered Sojo, founded by Gen-Z entrepreneur Josephine Philips, I was immediately sold to try it and so we created a ‘Tried & Tested’ social media feature for them based on ‘Clothing Repairs’ which you can see in the short presentation above.

Different reasons, both personal and professional, led me to support them and I’d like to outline them below because they are all very important as part of our efforts in creating a more sustainable future:

1. Fashion & embracing circularity

Like many other industries, fashion has worked for so long on a purely linear model, playing on the appeal of never-ending trends and the thirst for constant newness. This has led to levels of consumption and production that are much higher than our actual needs, and as a result makes the fashion industry one of the most polluting.

These trends are no longer sustainable and this is why I love new start-ups like Sojo who create new, simple, smart solutions embracing circular thinking. For the Millenial and Gen-Z shoppers who have already adopted the resale model the ‘Alteration’ feature of the App is perfect, whilst for older generations who have probably owned clothes for longer the ‘Repair’ offer of the App is so incredibly useful.

2. Crafted for durability

When I was a child, I would be kept after school by the nicest couple of tailors in the world. I remember their shop was like a wonderland of fabric swatches, suits in progress being assembled by their expert hands and every single day I would create a handbag made of their leftover fabrics, always finishing it by sewing a big proud button to close it.

I have no idea what happened to all these crafty bags I’ve made, but I am left with wonderful memories of these two artisans. Today, it brings me back to how important durability is if we want to embrace circularity in fashion and make it work. And it involves both the makers and the consumers, because it is about focusing on making & buying pieces that stand the test of time, both in terms of style and craftsmanship.

3. Changing relationship with our wardrobe

There is a change in behaviour growing at the moment revolving around the idea that ‘the most sustainable item you can wear is already in your wardrobe’. I have myself been so guilty of not wearing enough the clothes I already have and buying new ones, almost compulsively. Yet, it comes down to giving our wardrobe that little more love & attention.

If we want to reduce current rates of production and waste, one of the best things we can do is to keep our wardrobe pieces in circulation. This is why I was incredibly grateful for Sojo to give me the opportunity to repair the clothes I was keeping but not wearing anymore. A good wardrobe is a well edited one putting quality and durability first, with ‘less is more’ in mind, and when these pieces need a refresh, you now have the solution to do so in style.

4. Fair transparency for garment workers

Acknowledging we are disconnected from what we own and how it is produced is not only necessary but already a great step forward. The next step comes down to more transparency and more connection with the people who make our clothes, which in turn leads to feeling more connected with what we own. This - too - is circular.

I loved one of the messages of Sojo’s owner, Josephine, that led her to create the App when she realised that fast-fashion was a system that oppressed, underpaid and exploited garment workers. Using the App made me connect with my local seamsters in London, allowing me to know more about them and their business, and I know that when I will get my clothes back from them, I will value them even more for that very reason.

5. Releasing reliance on natural resources

And then ultimately, creating a circular fashion economy is beneficial for everyone, including the planet. Charity WRAP encouraging sustainability through re-use & recycling says that extending the lifespan of a piece by just 9 months can reduce its environmental footprint by up to 30%! Another reason to use the Sojo App if you have clothes to repair.

In turn, new initiatives like Sojo show that it is possible to decouple economic profit from the use of vital natural resources such as land and water. By giving a new lease of life to your clothes, you move away from that take – make – waste approach. By reducing the production of new pieces, we create the circular world of today and tomorrow. And - that - deserves to be in fashion!

So if you are in London in the UK and need clothing repairs... or alterations, give Sojo a try. They are a wonderful start-up to support, my experience with them was seamless... and I now have a whole new updated wardrobe!