Should Brands Be Responsible For Repairing Our Clothes?

From an environmental perspective, the service can help reduce the emissions produced by online returns, as all pick-ups and repairs are done via bicycle couriers. “You can go from your email, which says ‘How was your delivery? If it doesn’t fit, you can get it tailored’ and then click a button and [request the service] through the site,” Philips explains.

“Online shopping has a huge environmental cost attached to it due to the amount of returns that are made, the majority because of issues with fit,” Baldo adds. “In the UK alone, approximately 55 per cent of women’s closets remain unworn.” Perhaps more importantly, the partnership between Ganni and Sojo will also reduce the impact of your clothes themselves – with a study by waste charity WRAP finding that extending a garment’s life by just nine months can reduce its carbon, waste and water footprints by betweenGanni isn’t the only brand that’s put a spotlight on repairs, with the likes of Farfetch, Manolo Blahnik and Nicholas Kirkwood recently announcing partnerships with luxury repair and restoration experts.

Of course, luxury brands like Hermès and Mulberry have long offered in-house repair services, with the latter extending the life of 10,000 bags every year at its factory in Somerset. “Since the beginning, we have championed [our][ethos],” Thierry Andretta, CEO of Mulberry, says. “We want to make it as easy as possible for our customers and continue to extend the life of Mulberry products through repair and restoration.

Generally speaking, though, aftercare hasn’t been a priority across the industry to date. “It’s never been offered on scale and promoted as accessible to all,” Rea comments, adding that even with warranty schemes “there’s usually been a barrier, [such as] proof of purchase.”

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