Josephine Philips grew up in the same throwaway culture as the rest of us. Buy it, wear it twice, move on. Fast fashion made it easy. Nobody made it easy to do anything else. When she started second-hand shopping at university — on Depop, in charity shops, at kilo sales — she kept finding pieces she loved that didn't quite fit. And she kept discovering that getting them altered or repaired was, somehow, harder than just buying something new. The infrastructure to do it simply didn't exist. So she built it.

SOJO launched in 2021, built on the belief that championing slow, sustainable consumption of clothes already in existence is, in Josephine's own words, still a radical act. What started as a bicycle-collection app connecting Londoners to local tailors has grown into the UK's leading clothing repair and alterations platform — partnering with some of the biggest names in fashion, building in-house studios, and becoming the first repair service to earn B Corp certification. The mission is unchanged: make repair the norm. Make it effortless. And prove that a more conscious fashion industry is possible.