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

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

Photo: Nigel Taylor

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.

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