06 September 2021

Shake up the way you shop! 

Join us from Wednesday, the 15th September as we shine a light on how our brands are shaking up their offering to help give you more sustainable shopping choices. 

Throughout the month of September, as part of our BEYOND NOW activity, we’re inviting you to  enjoy a host of in store experiences, services and products all centered around how we can shop better together.  Discover the best and brightest examples of sustainable innovation taking place across the fashion industry from your favourite stores –  from upcycling stations, inspiring workshops and new conscious collection drops! We will have something for everyone; whether it be sustainable customisation at Nike Town, or natural wine tasting with John Lewis & Partners.  We are dedicated to highlighting how our brands are evolving their offering to provide more sustainable shopping choices.   

What’s more we are really excited to announce that we have partnered with esteemed author and presenter Candice Brathwaite on our first ever destination wide Edit, which features a 50 piece capsule collection using products from the responsible and conscious collections of the participating Oxford Street brands.  To inspire our shoppers and show the versatility of the responsible collections, Candice has curated her edit into ten key looks, all products of which will be shoppable in our store from 15 September! 


Picture Credit: Doug Peters/PA Wire

Beyond Now in-store highlights include:

John Lewis & Partners  

John Lewis will be hosting a Sustainability Festival, showcasing the very best products for sustainable living.  Explore John Lewis’s Sustainable Home – a one stop shop to discover their most ethically sourced brands and everything you need to make your home eco-friendly.   Across its fashion department, stylists will be on hand to inspire and talk you through how you can bring more ethically made materials from sustainable sources into your wardrobe.  Or why not discover a more conscious way to shop beauty with John Lewis’s rewarding recycling scheme, exclusively for My John Lewis members?  Bring in five or more empty beauty products to your nearest John Lewis & Partners, and show your My John Lewis card to enjoy £5 off your next beauty purchase.  Learn about John Lewis’s sustainable wines and be inspired by their home economists who will be demonstrating how to get the most out of your leftover ingredients.  John Lewis will also have recycling stations around the store, including for batteries, hangers and beauty.  

New Balance 

To help keep your sneakers in tip-top condition, on Saturday the 18th and Sunday the 19th September, New Balance will be offering FREE sneaker cleaning workshop collaboration with SneakersER. Get tips on how to give a new lease of life to your run-down trainers.  This year, New Balance also announced a range of initiatives to help support the brand’s climate goals, including collaborating with The Renewal Workshop and working with the GIZ Energy Support Program to improve energy efficiency within its supply chain.

Urban Outfitters  

For the best in vintage pre-loved fashion, shoppers can check out Urban Outfitters’ in-store Urban Renewal Shop, where the team works with a recycling partner to not only uncover rare, one-of-a-kind pieces, but to also give new life to damaged and unwanted clothing.  The brand’s UK vintage wholesaler alone saves 260,000 pieces of clothing every year that would otherwise be destined for landfill.  

You’ll also be able to shop pieces  from emerging local businesses, artists, makers and re-sellers in store.

Nike Town 

Nike By You sustainable customisation service, which can be found on the second floor will boast a personalisation station so you can customise your sneakers using sustainable patches all made from recycled yarn.  Nike will also be presenting Move to Zero which will highlight its journey towards zero carbon and waste across its in store sustainability hubs.


The Corner Shop destination, Selfridges’ most prestigious space, plays host to monthly rotating brand collaborations, all with a focus on circularity in line with its Project Earth commitments.  From 6th September, to mark its 60th anniversary, Diptyque will take residence, unveiling their new refillable fragrance offering, as part of a four week pop up featuring an immersive cityscape experience.

 Oxfam x Bay Garnett – Last September, Selfridges collaborated with Oxfam and Bay Garnett (dubbed the ‘Queen of Thrift’) on a successful pop-up at Selfridges Oxford Street.  This year, to mark Second Hand September, Selfridges will invite Oxfam to take up a dedicated curated concession, working together with Bay and a roster of collaborators. 

As part of Selfridges’ Project Earth commitment to explore circular retail models and experiences, the Oxford Street store continues to support customers to change the way they shop through resale, rental, repair and refill.  Selfridges Rental enables customers to rent outfits or accessories from £20 for four days, whilst the permanent resale platform RESELLFRIDGES offers the best of preloved and vintage.  Customers will also discover repairs and upcycling services through The Repairs Concierge and there are more than 1,000 refillable beauty products available in the Beauty Hall.


H&M will be launching an exclusive Garment Recycling competition from 14-30 September, with the aim of recycling as many unwanted clothes or textiles as possible.  Shoppers will be able to recycle their unwanted clothing in exchange for a £5 voucher and to be in with the chance of winning prizes!


Find out about Lush’s buying journey through its exclusive  in-store sourcing story trail.  You’ll have a unique opportunity to discover more about how Lush sources its products and learn about its inspiring projects and responsibly sourced ingredients alongside other in-store activations taking place throughout the month. 


Check out the interactive wall and window display which will showcase its incredible Recycled Lace collection as part of its wider #BeTheChange initiative.  What’s more there will be a sustainability expert on hand to answer any of your questions, as well as a bunch of exciting offers in store.  The Recycled Lace collection is made from ECONYL® regenerated yarn: a new fiber produced from recycled materials.