Long before “circular fashion” became industry parlance, Josephine Philips was already asking a question few of her contemporaries pondered: what if fashion could take care of the clothes we already owned instead of relentlessly pushing new ones?
That curiosity, born from a personal frustration with ill-fitting thrift finds and the absence of accessible repair services, became the seed of a business that is quietly reshaping how consumers and brands think about style, longevity, and sustainability.
As Founder and CEO of Sojo, the London-based fashion-technology platform, Philips has transformed a simple idea into a movement.
What began in January 2021 as the UK’s first dedicated clothing alterations and repairs app has evolved into a scalable solution that bridges consumer convenience with environmental urgency.
By connecting users with local seamsters through an intuitive app and seamless collection and delivery service, Sojo makes wardrobe care as effortless as ordering a meal – a comparison its backers frequently use.
Sojo’s mission is rooted in a clear vision: to extend the life of garments and make repair mainstream, not niche.
In a consumer culture where clothes are often discarded because of minor flaws or poor fit, Philips’ platform offers a viable alternative, one that rewards care over consumption.
Users simply book a repair or alteration via the app, and Sojo handles the rest, from bicycle or low-emission deliveries to expert tailoring and return.
Under Philips’ leadership, Sojo has not only built a strong consumer-facing service but also established vital partnerships with major fashion brands, helping them embed repair services into their business models.
Early collaborations with names like Ganni have expanded to include an impressive roster of clients, from high-street retailers to heritage labels — all seeking to reduce returns, increase customer loyalty, and reduce waste throughout their supply chains.
That strategy has attracted both recognition and investment.
Philips was named to Forbes Europe’s 30 Under 30 in the Technology category and featured on Vogue Business’s 100 Innovators list validations of her role at the intersection of fashion, tech, and sustainability.
Sojo itself has raised millions in pre-seed funding and continues to grow its influence within the industry.
In early 2024, Sojo reached a significant milestone by becoming the first clothing repairs and alterations platform to achieve B Corp certification, a testament to its social and environmental performance, accountability and transparency achievements that exceed industry norms.
The certification recognises everything from Sojo’s circular business model and renewable-energy studio operations to recyclable packaging and zero-emission deliveries.
Perhaps most striking is Sojo’s permanent concession at Selfridges Oxford Street, the luxury department store that placed the startup at the epicentre of retail culture.
This move allows customers to walk in, consult with a tailor on the spot, and get expert repair services embedded within a premier shopping experience, a clear sign that repair has graduated from niche sustainability tactic to a mainstream fashion service.
Beyond commerce, Philips is pushing for systemic change. Through initiatives like the Pledge to Repair, Sojo aims to galvanise brands and consumers into a collective effort that values garment longevity over disposability — an industry-wide shift that could influence policy, consumer education, and corporate responsibility well beyond the UK.
For Josephine Philips, Sojo is more than an app; it is a cultural statement about how we value what we wear.
By turning wardrobe repair from an afterthought into an accessible, even desirable service, she is helping the fashion world confront its own wasteful tendencies, replacing the relentless churn of fast fashion with a model that cherishes longevity, craftsmanship, and sustainability.
In today’s fashion, where environmental cost is finally gaining currency alongside aesthetic allure, Philips’ leadership offers a blueprint for how technology and purpose can intertwine to change not just behaviour, but the industry itself.
