Oxford Street to launch ‘Beyond Now’ sustainable awareness campaign and fashion edit

By

Nigel TAYLOR

Published
Sep 7, 2021

With ‘Sustainable September’ upon us, London’s Oxford Street is getting in on the act, launching ‘Beyond Now’.

On 15 September, over 30 Oxford Street stores, including Selfridges, John Lewis, Urban Outfitters, Nike Town, H&M and New Balance, will highlight their commitment to drive positive change in how people shop.

The campaign also includes a first-ever related fashion edit by author and presenter Candice Brathwaite. The Oxford Street ‘Beyond Now’ range is a 50-piece capsule collection using products from the responsible and conscious collections of the participating brands. Curated into nine key looks, all products are available in-store from 15 September.

There will also be inspirational events, experiences and in-store products to give shoppers the chance to discover what brands are doing to help them to “change up their shopping habits for the greater good”.

Selfridges has just launched a four-week pop-up called ‘Diptyque Corner Shop’, debuting a refillable fragrance offer. The retailer also has reintroduced its ‘Second Hand September’ pop up with the Queen of Thrift, Bay Garnett, and Oxfam.

John Lewis is hosting a two-day ‘Sustainable Festival’ on Saturday 18 September and Saturday 25 September, with the best ethical and sustainable products and services on offer in store.

Urban Outfitters is highlighting its in-store ‘Urban Renewal’ shop, working 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.

New Balance is also offering free sneaker cleaning workshops on 18-19 September. Its ‘SneakerER’ team will be in-store giving tips on how to give life to run-down trainers.

Nike Town will highlight its ‘Nike By You’ sustainable customisation service, where shoppers can personalise their sneakers with names and numbers plus sustainable patches made from recycled yarn.

H&M will launch an exclusive garment recycling competition from 14-30 September, with the aim of recycling as many unwanted clothes or textiles as possible.