Selfridges in London, United Kingdom, announced its newest initiative that will change the way we shop, Project Earth, a sustainability initiative that will transform retail. The project will focus on sustainability by using sustainable materials, reselling, repairing and renting.
"Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature. Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future." says Alannah Weston, Selfridges Group Chairman
Lets take a closer look at all the new services they are offering.
Selfridges is offering customer the experience to shop pre-loved clothing and accessories, with RESELLFRIDGES. The idea of reselling for the store is to help to close the loop on unnecessary landfill waste. Shoppers will also be allowed to sell old accessories to the store from mid-October. Adding to this Selfridges also plans to sell vintage clothing for six weeks starting from the end of September, to build on their secondhand clothing venture.
Rent Your Wardrobe With HURR
The departmental store has joined hands with HURR, an online fashion rental portal, to offer 100 items from 40 different fashion brands for rent for up to 20 days.
"Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe." adds Victoria Prew (CEO & Co-Founder, HURR)
Repair & Restory
Whether it’s a trusty pair of shoes, a favourite designer bag or treasured jewellery piece that needs a renewed sparkle, the Repairs Concierge experts will make your most-loved items as good as new. The Restory in the London, Trafford and Birmingham stores will bring your favourite pieces back to their former glory. From removing the toughest stains on leather and suede shoes to leather and colour-restoring scuffs and scratches on your favourite bag – you can take your treasured item(s) or book a collection from anywhere in the world. Your item(s) will be transported straight to the London atelier and you’ll be given a list of bespoke services, which you can edit, approve or decline. Following your approval, The Restory will work its magic and deliver them back to a location and on a date that suits you.
The first is the exclusive launch of Prada’s Re-Nylon project at the Corner Shop space at Selfridges London. The sustainably-crafted collection is created with ECONYL®, a synthetic nylon made using recycled plastic, discarded fishing nets, and ocean and textile waste. This move towards recreating Nylon, which has been an integral part of Prada’s design DNA for decades, entirely from recycled material is a sign that luxury fashion is changing for the better. Prada has also made an official commitment to convert all virgin nylon within its business to ECONYL® by the end of 2021.