In Get Your Greens, an ongoing series marking Earth Month, British Vogue explores how the industry is advancing towards a greener future.
So far, brands including Ganni, Rejina Pyo, Ahluwalia and Nanushka have signed the pledge, which is also backed by the British Fashion Council (BFC). Only companies that offer a UK-wide repair service that's clearly communicated are able to sign on – ensuring that supporters are genuinely committed. "We're seeing some brands do repairs in one shop and unfortunately, that's not where you're going to get the scale of people using repair," Philips says of why this is an important aspect of the pledge.
Accessibility is one issue that Sojo is trying to solve via its app, which allows customers to book the service they need online. After that, your item is collected from your door (or you take it to a designated drop-off point), the repair or alteration is carried out, and then it is sent back to your door within a week.
Another main barrier, though, is price. "Something we often get is someone saying, 'Why would I repair it when I can get a new item for less?' – and that is obviously because of the accessibility of fast fashion," Philips continues.
Currently, it's up to brands whether they cover or contribute towards the cost (the likes of Patagonia and Ganni both offer free repairs, while some of Sojo's brand partners contribute between 30 to 50 per cent). That's why initiatives such as France's subsidy on repair – which means that customers get between €6 (£5) and €25 (£21) off, depending on the complexity of the service – are so important when it comes to getting more people to fix their clothes.
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