SOJO is quickly becoming a game-changer in cirkular fashion, taking the industry by storm in 2025. But what exactly is SOJO? A modern solution to mending, SOJO is a convenient ‘door to door’ clothing repairs and alteration service. Motivated by the destructive ‘make-use-waste’ model at the core of the fashion industry, SOJO is on a mission to ‘fix’ it, one repair at a time.

Utilising technology to tackle the industries’ perpetual waste, this female-founded service stands proudly as the UK’s first clothing repair and alterations app. Behind SOJO is Josephine Phillips, who launched the service at just 23 and has already partnered with highly influential brands including GANNI, Arket and Paul Smith. Her objective is clear; to push repairing clothing into the mainstream, and in doing so, reshape our relationship with what we wear.

“Clothes deserve to be loved, worn and re-worn." Says Phillips. ‘We’re making it simpler than ever for people to embrace that.” [source link] 

Alongside the in demand, ‘door to door’ repair service, SOJO has recently introduced three new permanent stores, internationally. In June earlier this year, the ‘Fix and Fit’ service launched in both Westfield London and Westfield Stratford. This new service builds on the existing app, offering in-person consultations, tailoring, repairing and refitting services for those who prefer an in-person experience.

SOJO’s new venture represents a major milestone in sustainable fashion, foreshadowing the future landscape of shopping centres. The era of tired, polluting, high street brands is over. Today, responsible, environmentally conscious enterprises lead the way.

Their expansion isn’t just being felt in London either. SOJO’s third ‘Fix and Fit’ hub, opened just a few weeks ago in Paris’ Westfield les 4 temps. Already proving a hit with Parisians, SOJO’s international success highlights the increasing global demand for slow fashion services beyond the UK.

SOJO’s growth reflects the clear shift in the attitudes and demands of today’s fashion consumers. More people are aligning with Philips’ mission; embracing cirkular practices, reducing textile waste and learning to value their clothes again. The world's consumers are finally rejecting fashion’s wasteful ways, which are fast falling out of style.

What's more is that, SOJO’s move to physical spaces is evidence that all of our efforts, both large and small, are making a genuine difference. It’s transforming not just present fashion, but the future of the industry. Repairing clothing is at the heart of a circularity. Just nine extra months of wear can reduce a clothing items’ carbon footprint by 20%. With SOJO leading the way, it is evident that what was once seen as an outdated tradition, exclusive to our grandmothers, is quickly becoming the new norm.

An innovative venture with a clear mission, SOJO is only just getting started, with Phillips already planning a UK-wide expansion. Their journey demonstrates the real impact that both consumers and businesses have in driving meaningful change. SOJO’s journey shows that cirkular fashion is no longer the exception. It’s becoming the standard.

Sources

Pretty Good Business, Josephine Phillips, founder of SOJO, Pretty Slow, 2022. [URL]

SOJO, ABOUT US, SOJO, 2025 [URL]

Rachel Douglass, Sojo to expand to France following opening of new repair hubs in London,

Fashion United, 2025 [URL]

Tom Bottomley, Westfield to launch SOJO ‘Fix & Fit’ repair and alterations service, The Fashion

Industry, 2025 [URL]

WRAP, Extending Product Lifetimes: WRAP's Work on Clothing Durability, WRAP, 2024. [URL]

SOJO (@sojo.uk) & (@westfieldles4temps). 2025. “SOJO IS IN Paris.” Instagram, August

2025.