Opinion / Natalie Theodosi
Giving the green light
Yesterday, UK department store Selfridges presented its new environmental commitments, which include plans to be carbon neutral by 2040. The company is also aiming for “everything it builds, buys and sells” to be eco-friendly by 2030. As a fashion editor, my inbox is deluged with announcements like this and it’s hard not to be sceptical. After all, most fashion companies’ business models are at odds with environmental responsibility – claiming to be sustainable yet producing a dozen collections a year, for example, or creating a line of swimwear from recycled ocean waste, only to send it to editors wrapped in plastic. But Selfridges seems to be onto something.
In 2020 the retailer launched Project Earth to track its progress, hoisting a giant sign outside its London flagship that declared, “Let’s change the way we shop.” Two years later the sign (pictured) is still there and Selfridges appears willing to make significant changes to the way it works. “The fundamental business model is going to shift,” Sebastian Manes, its buying and merchandising director, tells me. He pragmatically concedes that commercial targets must be hit alongside environmental ones and says that a lot of negotiations are needed with brands. But he remains optimistic. “So far we’ve sold 17,000 second-hand items and facilitated 28,000 repairs,” he says. “There’s a big opportunity to accelerate that side of the business.”
Expect more repair stations in Selfridges stores, refills on beauty counters and a broader offer of second-hand items, extending beyond fashion to watches, cameras and even Christmas decorations. Whether or not the company achieves its goals, its willingness to embrace change sets a precedent for the industry. As promised on its shopfront, it’s offering customers new and less wasteful ways to shop.
Natalie Theodosi is Monocle’s fashion editor.