The rising cost of living is causing people to rethink their spending habits, and the fashion industry is no exception. However, this doesn’t have to be a bad thing for the industry – it just means getting creative. Josephine Philips, founder of SOJO, an on-demand app that repairs clothes, encourages people to think twice about throwing clothes out and instead consider fixing them. Josephine came up with the idea for the app when she needed a piece of clothing altered but didn’t know how to do it herself.
In order to get something repaired, users log their issue on the app and a courier collects it on bike. Josephine believes that tweaking what you have is a cost-effective way of bringing joy. Since launching SOJO in January 2021, the company has built a network of 10 seamsters and currently operates in London with plans to expand across the UK. The most common repair job is linked to dancefloor injuries, such as crotch rips on jeans and replacement rips in the pockets of coats and jackets.
Editor-in-chief of British Vogue, Edward Enninful, believes that fashion has been through a recession before and that it is an exciting and innovative time for fashion as people make do with what’s in their wardrobes. He mentions the 1980s trend of customising, when people tie-dyed t-shirts and embellished their clothes.
Second-hand clothes are becoming increasingly popular as people look for cost-saving alternatives. Love Island has teamed with eBay for the second season running, styling contestants in clothes from the online shop. Stylist Amy Bannerman sourced 1,800 items for the islanders after spending hours trawling the site. She encourages people to shop for brands they already know, use Instagram for clothing inspiration and be aspirational when looking for pre-loved items.
It’s not just on our screens where pre-loved is taking over – it’s also having an aesthetic effect on the runways. Many looks are being sourced from vintage stores and designers are taking influence from vintage and pre-loved fashion.
The cost of living crisis is pushing us to be more creative with our fashion choices. We are seeing more second-hand clothes on our screens and runways, and people are customising their clothes to make them feel new again. Josephine Philips’ SOJO app is making it easier than ever to repair clothes, and Amy Bannerman’s tips are helping us find pre-loved items that look like new. This is an exciting time for fashion, as we rise to the challenge of the cost of living while still managing to pull out looks that make us feel great.