Josephine Philips on resisting throwaway culture with purpose

Josephine Philips spends her days persuading the trillion-dollar fashion industry to prioritise repair over consumption. On long days—most of them—she reminds herself how far she’s come with SOJO in just four years. Making Forbes 30 Under 30 and becoming the first fashion repair company to earn B-Corp certification are just a few of her recent wins. 

While studying physics and philosophy at university, Josephine learned about fashion’s darker side, from unethical labour to environmental harm. She switched to second-hand shopping and stopped mindlessly discarding items. ‘I became a much happier person,’ she says.

A lesson from her grandmother also had a profound impact. ‘She’s always been a guide for me in terms of values and principles. When I learned she still had items from 50, 60, even 70 years ago, it made me rethink my relationship with clothing. It was in such stark contrast to the culture I’d grown up with.’

Josephine soon became a top seller on Depop, a leading second-hand fashion platform, and interned there during her university years. Around this time, she noticed the lack of accessible clothing repairs.

After graduating, she invested her savings from Depop sales and waitressing into developing the SOJO app. Though she secured grants, she remained sceptical about investment, aware that Black female entrepreneurs receive disproportionately little funding—between 2009 and 2019, just 0.02% of venture capital went to Black female founders."

‘I’ve found the lack of representation in founder success stories a big challenge. Everyone knows the age-old adage ‘you cannot be what you cannot see,’ and I’d love more role models to look up to. But it also motivates me to become that representation for others,’ Josephine says.

She’s found support in other under-represented founders, including her Black-female founder peer mentorship group, diverse investors, and the Google Black Founders Fund community. ‘This journey can be so lonely, but community and shared experience really get you through.’

You’ve said a TED Talk is on your ten-year goal list (check!). What else is on there?

‘Many goals are about things outside of business. After working hard for a decade to build something impactful, I’d like the autonomy to focus on other aspects of my life —whether it’s personal growth, creative outlets like writing or film, or investing in underrepresented founders whose ideas I believe in.’

You’ve taken breaks from social media. What’s your relationship with it?

'A year ago, I realised I was spending too much time on my phone, consuming content that didn’t add value and negatively impacted me. Stepping away took strength, but now I connect with more meaningful activities. I read more, spend time with loved ones, and feel happier without the distractions of clickbait and highlight reels. I’d like to think I’m slowly transitioning away from it altogether — maybe next year, I’ll be one of those people with a Nokia Brick!

What are your goals for SOJO’s future, and what role will you play?

'At SOJO, we're making it easy for people and brands to extend the life of their clothes. I envision a future where repair and care are the norm, and brands take responsibility for longevity. My role? The ‘convincer’ — championing our mission and showing brands the power of repair for both the planet and their long-term success in a circular fashion future.’

ARKET and SOJO have teamed up to make fitting and fixing your clothes seamless. Book in-store at ARKET Regent Street or Covent Garden, or online for repairs and alterations across the UK.

Book your service at ARKET.SOJO.UK