Sojo’s Parisian Expansion: Stitching the Future of Circular Fashion

At Westfield’s Les 4 Temps in Paris, Sojo took a bold step: its first international location. Founded by Josephine Philips, the British pioneering platform for clothing repairs and alterations now taps into France’s strong legislative framework to drive sustainable fashion.

Founder Josephine Philips identified repair as a key missing piece in the push toward circularity. After securing early-stage funding—including from Depop’s founder and CapitalT—Sojo shifted from a consumer-focused app to scalable B2B partnerships.

Sojo formed partnerships with brands like Ganni, M&S, Reiss, Arket, Paul Smith, and Margate Howell, and opened a pop-up—and later a permanent concession—at Selfridges London.

M&S launched a “Fixed by Sojo” hub in mid‑2024, enabling customers to book affordable repairs (as low as £5) via Sojo’s platform.

Sojo has also rolled out "Fix & Fit" studios at Westfield London and Westfield Stratford to bring repair culture into the high street.

France has led Europe with its sustainable fashion measures—including extended producer responsibility, PFAS bans, and restrictions on fast-fashion advertising. France introduced a “repair bonus” to subsidise clothing and footwear repairs, with discounts ranging from €7 to €25 and potential multi-item support up to 60% off—aimed at repairing 21 million garments by 2028. The right-to-repair initiative, currently excluding textiles, is expected to encompass them by 2026. Sojo’s location at a French-owned Westfield mall and the legislative environment make Paris a strategic no-brainer, according to Philips.

Sojo is building infrastructure across channels. In the UK, its London studio manages orders—from online, in-store, and brand partners—with delivery within five days. Sojo has hired a local lead to onboard local freelance tailors, with two London tailors traveling to France to ensure service consistency. Services will be available both in-person at Les 4 Temps and via Westfield’s online portal.

For now, brand partnerships in France are on hold until operations stabilize. Philips envisions expansion into Central Europe and more Westfield locations pending a robust launch. She also advocates for systemic support: reduced VAT, capital for infrastructure improvements, and better financial incentives for the circular fashion sector.

Sojo’s Parisian debut illustrates how the convergence of societal demand, brand partnerships, and progressive legislation can propel sustainable fashion forward. It’s a model with ripple potential across Europe—and beyond.