British clothing-repair startup Sojo has officially expanded into mainland Europe with its first Paris location, marking a major milestone for the fast-growing circular fashion movement. The company opened a repair hub inside Westfield Les 4 Temps, one of the city’s most visited commercial centers, signaling rising consumer demand for long-lasting clothing and repair-based retail services.
The expansion comes as France positions itself as a global leader in circular fashion regulation. In recent years, the country has introduced incentives that reward consumers for repairing clothing, footwear and household textiles. With sustainability now central to European retail, Sojo’s arrival in Paris meets both cultural and policy-driven momentum.
Sojo originally launched in London as a bicycle-powered repair and alterations service. But in the past three years, the company has evolved into a tech-enabled repair partner for major retailers. Several brands now integrate Sojo directly into their e-commerce platforms, allowing customers to request repairs during checkout.
The Paris hub represents a new phase: integrating repair directly into the physical shopping environment. Customers can drop off items for tailoring, fixing, resizing or restorative mending—streamlining the process and reinforcing a “repair-first” mindset.
Industry analysts highlight the strategic significance: as fast fashion dominates volume but faces environmental scrutiny, repair-centric businesses are becoming central to sustainability roadmaps. With garments often being discarded after seven to ten wears, repair services can dramatically extend the life cycle of clothing, reducing textile waste and production emissions.
The expansion also reflects changing consumer behavior. Gen Z and younger Millennials increasingly prioritize longevity, thrifting and resale over constant new purchases. Sojo’s entrance into Paris aligns perfectly with this shift, especially in a city celebrated as a global fashion capital.
Retail partners in France have already expressed strong interest. Several mid-market and luxury brands are in talks to integrate Sojo services, potentially embedding repair desks across more locations. This model supports long-term customer loyalty and aligns with new EU regulations pushing brands to improve product durability.
As Sojo positions itself for broader European expansion, Paris serves as a pivotal testing ground. The brand’s growth highlights a universal truth: the future of fashion is not just about creating—it’s about repairing, extending and revaluing what already exists.