Fashion repair is rapidly evolving from a niche interest into a mainstream trend as brands and consumers increasingly recognise the environmental and economic impacts  of fashion's end of life.

TLDR:

• Fashion repair is gaining more adoption, driven by growing awareness of environmental and economic waste.

• Startups like Sojo and The Seam are leading innovation, offering scalable, tech-enabled solutions.

• Extending a garment’s life by just nine months can reduce its carbon, water, and waste impact by 20-30%.

• Repair services create value, fostering customer loyalty, enabling cross-selling, and helping brands differentiate through ongoing engagement.

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In the UK alone, individuals discard an average of 7kg of clothing annually, with garments worth £140 million ending up in landfill each year. This alarming statistic underscores the urgency of shifting towards a repair-driven model. Pioneering startups such as Sojo and The Seam are leading this shift, utilising technology and innovative business models to make clothing repair accessible, scalable, and attractive to consumers. This week I wanted to take a brief look at why it matters, two startups leading the charge, and the reasons why it offers both business and circular benefits.

Why Repair Matters

The environmental impact of the fashion industry is immense. Globally, $400 billion worth of clothing is prematurely discarded each year. Extending a garment’s lifespan by as little as nine months can significantly reduce its environmental footprint - cutting carbon, water, and waste impacts by 20-30%. Repairing clothing not only keeps beloved garments in use longer but also minimises waste, contributing to a more circular economy where value is preserved rather than discarded.

Innovators Driving the Change: Sojo and The Seam

Sojo offers a technology-enabled, door-to-door clothing repair and alteration service tailored to both individuals and brands. Through its app and website, customers easily book repairs, upload garment photos and descriptions, and schedule convenient home collections, with completed garments returned within a week. Sojo utilises a network of local skilled seamstresses and in-house tailors, alongside eco-friendly bicycle couriers in London and nationwide postal services, ensuring sustainable and convenient garment care. Strategic partnerships with major retailers such as Marks & Spencer, and fashion brands like Ganni and Beyond Retro, position Sojo as a scalable, business-to-business solution, effectively reducing returns and extending garment life.

The Seam differentiates itself as a digital marketplace connecting customers to a vetted network of over 2,500 expert artisans across the UK, including tailors, cobblers, and embroiderers. Users describe their repair needs through the app, which matches them with local makers meeting stringent quality standards. Beyond repairs and alterations, The Seam facilitates bespoke projects such as custom embroidery, providing brands with valuable post-purchase data to enhance product design, durability, and sustainability. This data-driven approach significantly contributes to the circular economy by reducing textile waste and keeping garments in active use.

Repairs foster trust

Integrating repair services offers numerous strategic advantages, chief among them enhanced customer loyalty. Demonstrating a genuine commitment to sustainability and product longevity fosters trust and emotional connections with consumers. This continuous engagement transforms occasional buyers into loyal repeat customers, boosting satisfaction and driving future sales. Repair services also create valuable customer touch points beyond the initial sale, enhancing brand engagement, enabling cross-selling opportunities, and differentiating brands in a highly competitive market.

Repair as the New Standard

Looking forward, garment repair is poised to become standard practice. Subscription models and digital aftercare services are likely to expand, holding brands accountable to higher transparency standards. Businesses embracing these models will increase customer loyalty, extend the lifecycle of their products, and unlock new avenues for continuous customer engagement and cross-selling.

Are you ready to harness the power of repair to redefine your competitive advantage?