What happens when our favourite clothes tear, or wear out, or get stained? In the spirit of sustainability, the best thing to do is to mend these clothes instead of replacing them with new ones. But, because most people have a busy schedule or do not know how to mend, they discard damaged clothes and head to the nearest store to replace them with new apparel. The solution is in the apps offering alteration services – a reflection of using an age-old formula to solve a contemporary problem.
SOJO
We live in a world where “make-use-waste” is the default. SOJO is here to change that. it is on a mission to reduce the negative impact of fashion by making clothing repairs mainstream and redefining what it means to value our clothes. PS the London-based fashion repairs provider has returned to Oxford Street’s Selfridges – now on a permanent basis!
Josephine Philips, Founder and CEO of London-based alteration app Sojo, is pushing to make clothing alterations and repairs an easy, hassle-free process, be it altering trouser length or mending missing buttons. It all happened when Philips made the move away from fast-fashion and shifted to second-hand shopping, where she found amazing apparel which, sadly, was not a perfect fit. Since she didn’t know how to sew and making trips to the seamster seemed too much of an effort, the increasing pile of to-be-mended clothes inspired her to launch an alterations app.
How does it work? pER THE WEBSITE: “We believe in a wardrobe that changes with you. Rediscover and refresh your clothing with our expert repair and tailoring services and utilise our doorstep collection and delivery. We champion a more sustainable wardrobe with every stitch.”
Users can download the app, punch in their area code, and get connected to a seamster or tailor; the app also offers a pick and drop service by bike. Sojo has teamed up with Oxwash, the go-to service for sustainable laundry. By making alterations and repairs so effortless, convenient and accessible, Sojo plays a key role in shifting the consumer mindset towards a slower approach to fashion and consequently support small businesses. So it’s not surprising that business is brisk. To quote WWD, “Sojo, the British clothing alterations app, is making strides, raising $2.4 million in a pre-seed funding round led by CapitalT and Ascension, with participation from Mustard Seed Maze and Vertex Albion Capital.”
Per Josephine Philips,
‘We live in a world in which “Make-Use-Waste” is the default… I started Sojo to do something about that. We believe in a slower and more considered approach to our relationship with fashion. We’re building the technology to make clothing alterations and repairs mainstream. By being a part of Sojo, you’re being a part of a sustainable fashion future.’
Apps like Sojo inspire us to buy and discard less, without losing sight of the power we wield as consumers. By consciously using alteration apps with hyper-local alterations and repairs instead of discarding clothes, we are taking a step toward a more sustainable fashion future by reducing our returns, our carbon footprint, and our impact on an industry that so desperately needs to step away from waste.
How SOJO is making the industry a more sustainable place
Alteration platform SOJO is revolutionizing fashion sustainability by tackling one of the industry’s most overlooked yet impactful practices: clothing longevity. By connecting customers with local tailors through a seamless app-based service, SOJO empowers individuals to repair and alter their existing garments rather than discarding them. This model actively counters the fast fashion cycle by promoting a culture of care and extended use, significantly reducing textile waste and minimizing the environmental toll of constant consumption. In a world where over 92 million tonnes of textile waste are generated annually, SOJO’s mission to make tailoring accessible and mainstream is both timely and transformative.
SOJO also contributes to systemic change by fostering transparency and ethical labor practices. By working with independent, fairly paid tailors and promoting on-demand services, it supports local economies and reduces the carbon footprint associated with mass production and international shipping. SOJO’s circular approach not only diverts clothing from landfills but also encourages a mindset shift—urging both consumers and brands to value quality, fit, and repairability. As more fashion brands integrate SOJO’s services into their customer offerings, the industry moves closer to a circular, slower, and more responsible future.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
