Selfridges Unveils Transformative Sustainability Pledge ‘Project Earth’

Selfridges has revealed a long-term sustainability pledge that aims to change its business for good and reinvent retail in general.

Project Earth, which includes five-year commitments, builds on the steps Selfridges has taken over the last 10 years in terms of sustainability.

The store aims to change the way we shop in three key ways: addressing the materials used in products (by 2025, Selfridges aims to make all materials sustainable, only stocking ethically-sourced pieces), launching new retail models such as repair and resell, and also working within its teams, with partners and customers to inspire a shift in mindsets. A new “concierge” service will help organise product repairs, while clothing rental, a second-hand fashion shop and beauty pack recycling will also uphold its new pledge.

Selfridges will work with over 300 brand partners, as well as gaining support from the Woodland Trust and WWF. Project Earth will start off with eight weeks of experiments, innovations and conversations within its stores and online in a bid to change retail for the better.

Selfridges is the first luxury store to set out specific requirements as part of their mission to achieve net-zero carbon by 2050.

 

As well as project Earth, Selfridges works towards a more sustainable business model in other ways.

In its Oxford Street store, Selfridges is embracing a circular approach to fashion by partnering with HURR Collective, the peer-to-peer rental service. Customers can rent pieces from a carefully curated collection of contemporary and designer pieces.