I STARTED SOJO BECAUSE...

“I was really disillusioned with our ‘make-use-waste’ culture. When I investigated sustainable fashion, nobody was modernising tailoring and repair. I found the whole sector quite archaic and inconvenient, and so I started SOJO in the hope that we could make clothes that fit you well, and last you decades, the cultural norm.”

HOW IT WORKS

“Type in your postcode, and we’ll show you your local seamsters and the prices they charge for the service you want – whether it’s repairs or alterations. Add it to your basket, schedule the collection time and date, and we’ll sort out the rest.”

THE MOST REWARDING PART OF MY JOB IS...

“Watching tailors work their magic on incredible pieces of clothing that come through our door. And knowing that with every stitch, we’re turning the dial towards a different type of future.” 

MY FAVOURITE DEPARTMENT AT SELFRIDGES LONDON IS...

“The women’s department on floor three. I’ve just rented a couple of dresses from the HURR concession, which is a great way to play around with ‘new’ clothes without the commitment or impact.” 

WHEN SHOPPING...

“I have to see myself wearing the item two decades from now. I also like to buy from brands that prioritise ethical labour practices and fairness for their garment workers. Lastly, I think about whether the item is made of good-quality and natural fabrics that will stand the test of time.”