Fashion brand Jigsaw has expanded its circular fashion concept, Jigsaw Forever, with the launch of its Repair Rewear service in an effort to “encourage better practices in retail and fashion consumption”.

Jigsaw Kings Cross store exterior

Jigsaw said it is ‘committed to improving its circular concept efforts’

Launching later this month, the in-house service will incorporate “rental, resale, repair and responsible craftsmanship”, enabling a second life for preloved Jigsaw pieces.

In addition, the retailer opened a pop-up shop in Kensington High Street earlier this month selling “preloved and archive Jigsaw garments”, which will keep its doors open until stock runs out.

The pop-up will also enable customers to donate their Jigsaw items in exchange for a voucher to spend in stores.

The company said it “is committed to improving its circular concept efforts, exploring innovative approaches to more sustainable practice and maintaining transparency throughout its supply chain”.

Repair Rewear builds on the Jigsaw Forever partnership, which was launched in July 2022 with rental platform My Wardrobe HQ.

Jigsaw chief executive Beth Butterwick said: “With the secondary market growing 11 times faster than the primary, sustainability is undoubtedly going to transform the fashion industry over the next 10 years. 

“Our research tells us our customers value the beauty of our products, often keeping them in their wardrobes for years. 

“Our partnership with My Wardrobe HQ not only allows existing customers and new to enjoy standout pieces via rental and subscription but, as excitingly, discover unique, preloved Jigsaw unicorn pieces.

“With style longevity enduring over disposable fashion, these options open us up to a much broader audience of age groups to falling in love with 50 years of the Jigsaw ethos.’’