Sojo, the UK-based platform for clothing alterations and repairs, is stepping beyond the digital landscape to launch its very first out-of-home (OOH) campaign. The focus of this campaign is to advocate for a more sustainable and thoughtful approach to fashion, with Sojo’s mission being to make tailoring and repairs easily accessible to consumers.
The campaign can be spotted on digital screens in prominent locations, including the bustling One New Change shopping mall, key rail stations such as London Euston, and on roadside street furniture. In addition to these locations, large-format screens throughout the city will prominently feature the campaign.
The messaging of the campaign is underscored by impactful straplines, including «From ready-made to made-for-you» and «Seam better days.» These messages urge individuals to cherish their clothing items and extend their lifespan by taking advantage of Sojo’s convenient door-to-door tailoring service.
Josephine Philips, the visionary founder and CEO of Sojo, passionately shares the brand’s mission, stating, «We’re on a mission to promote a slower and more considered approach to clothing consumption. While sustainable fashion is often perceived as expensive and out of reach for most consumers, we aim to meet customers where they are, advocating for well-fitting clothing and encouraging investment in their existing wardrobe through repair rather than replacement. Our tech-driven solution is designed for convenience and accessibility.»
Remarkably, this OOH campaign is the result of Sojo’s victory in a collaborative initiative between JCDecaux UK Reach and the Black Founders Fund by Google for Startups. This initiative is dedicated to helping businesses scale up and establish strong brand recognition. As part of this collaboration, Sojo gained access to data-driven planning tools and AI-driven creative testing, significantly enhancing the effectiveness of its creative endeavors.
In May, Sojo expanded its footprint in the physical market through a sustainable collaboration with Selfridges. As part of «The Stock Market» initiative, hosted at Selfridges’ renowned Corner Shop in London’s flagship Oxford Street location, Sojo shared the stage with other sustainable brands, including SneakersER, The Handbag Clinic, and Vintage Threads.
Sojo’s unwavering commitment to sustainable fashion and accessible repair services is making waves in both the digital and physical realms, spearheading positive change within the fashion industry.
