06 September 2021

This September We Helped Our Customers Shake Up The Way They Shop! 


From Wednesday, the 15th until the end of September we shone 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 invited you to enjoy a host of in-store experiences, services and products all centred around how we can shop better together.  Shoppers could discover the best and brightest examples of sustainable innovation taking place across the fashion industry from their favourite stores –  from upcycling stations, inspiring workshops and new conscious collection drops!  There was something for everyone; whether it was sustainable customisation at Nike Town, or natural wine tasting with John Lewis & Partners.  This was all part of our dedicated effort to highlight how our brands are evolving their offering to provide more sustainable shopping choices.   

We also 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 were shoppable in our store during September! 

Beyond Now highlights included:

John Lewis & Partners  

John Lewis hosted a Sustainability Festival, showcasing the very best products for sustainable living.  Customers could explore John Lewis’s Sustainable Home – a one stop shop to discover their most ethically sourced brands and everything you might need to make your home eco-friendly.   Across its fashion department, stylists were on hand to inspire and talk you through how you can bring more ethically made materials from sustainable sources into your wardrobe.  They also highlighted how to shop beauty in a sustainably-minded way with their rewarding recycling scheme, exclusively for My John Lewis members.  Customers could bring in five or more empty beauty products to their nearest John Lewis & Partners, and enjoy £5 off their next beauty purchase.  You could also learn about John Lewis’s sustainable wines and be inspired by their home economists who demonstrated how to get the most out of your leftover ingredients.  John Lewis also had recycling stations around the store for batteries, hangers and beauty products!  

New Balance 

To help keep your sneakers in tip-top condition, New Balance offered FREE sneaker cleaning workshops in collaboration with SneakersER.  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 could 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.  

Nike Town 

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


The Corner Shop destination, Selfridges’ most prestigious space, played host to monthly rotating brand collaborations, all with a focus on circularity in line with its Project Earth commitments.  On 6th September, to mark its 60th anniversary, Diptyque took up residence, and unveiled 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 invited 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 could discover repairs and upcycling services through The Repairs Concierge and shop more than 1,000 refillable beauty products in the Beauty Hall.


H&M launched an exclusive Garment Recycling competition, with the aim of recycling as many unwanted clothes or textiles as possible.  Shoppers were invited to recycle their unwanted clothing in exchange for a £5 voucher and to be in with the chance of winning prizes!


Lush exhibited its buying journey through an exclusive  in-store sourcing story trail.  Customers were given a unique opportunity to discover more about how Lush sources its products and learn about its inspiring projects and responsibly sourced ingredients.  


Tezenis debuted its extensive Recycled Lace collection as part of its wider #BeTheChange initiative.  What’s more there they also had a sustainability expert on hand to answer any 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.