Project Earth: what exactly is Selfridges' new sustainability initiative and how will it help?

On 17 August, the words ‘Let’s Change the Way We Shop’ were showcased across Selfridges' flagship London store in the brand's iconic yellow hue. This statement marked the beginning of Project Earth – an initiative and an invitation for us all to come together in creating a more sustainable future.

What is Project Earth?

Newly introduced, Project Earth is Selfridges' commitment to the planet. In a five-year sustainability plan, the luxury department store will introduce responsible ways to shop and openly present their ambitious plans for the future that reimagine and reset shopping to nod to a brighter future and care for the earth.

"Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose. Now, more than ever, we must double down on our efforts to reinvent retail with sustainability at its heart." - Alannah Weston, Selfridges Group Chairman

How will they do it?

Moving quickly to transform old habits into ones that will reflect a sustainable future, Selfridges have introduced clothing rental (yep, that's where we come in), a second-hand fashion shop, beauty pack recycling and a “concierge” to help organise product repairs. The brand will also be pointing customers to the best organic, vegan, forest-friendly (and more) products they have via Project Earth labelling.

HURR x Selfridges

One of the biggest ways the brand is advocating change in our shopping habits is in collaboration with us. With HURR Collective, you can rent pieces you've always wanted to wear without adding them to your ever-growing wardrobe. The rental revolution is just beginning.

"Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe."
- Victoria Prew, CEO and founder of HURR Collective

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