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ReBurbishment!
The new ReBurberry pop-up at Selfridges, giving your well-loved Burberry bits some TLC
Because We're Obsessed | Mar 6, 2025
As part of their sustainability initiative, Burberry's new pop-up in Selfridges is tending and mending your well-worn trench coats, scarves and leather goods. ReBurberry is offering darning and embroidery services, giving your favourite pieces a new lease of life, and a personal touch.
By Olivia Barrett
The word ‘heritage’ often circulates in the fashion sphere. From brands that have stood the test of time to pieces crafted with enduring appeal, although many may aspire to this honour, heritage must be forged and upheld with steadfast proactivity. Few British brands rival Burberry’s tenacious reputation, from the nova check—arguably one of the most iconic printed fabrics ever designed—to the famous trench coats, redesigned and relaunched time and again. As a brand, they comprehend that heritage is earned, not given, and if their latest initiative is any indication, Burberry’s commitment to preserving their icons is a wise move for both them and us!
Opening on 6th March, Burberry introduces ReBurberry, a Selfridges pop-up space encouraging customers to bring in their well-worn, beloved trenches, scarves, and leather accessories for a little refresh, aimed at extending the life of your cherished Burberry pieces. Let’s call it a ReBurbishment! Open from today until 13th March, the pop-up is situated in the ReSelfridges department of the store, where customers can either repair their items or resell their preloved treasures. In the spirit of circularity, ReBurberry will offer a selection of trench coats dating from pre-1999 that have been restored by the brand’s in-house artisans, with each piece individually numbered and labeled as having been ‘Proudly Restored by Burberry’. While moth-eaten scarves can be darned and doted on through the Scarf Upcycle service, not only refreshing your favourite scarves but also providing embroidery personalisation, inviting a more personal touch into the heritage fold.
Of course, proclaiming a commitment to sustainability is one thing, but by offering energised initiatives such as this, Burberry’s actions speak volumes—indeed, we’re certainly listening. So, whether you’re in the market for a trench coat (perfect for the Springtime snippets we’ve been experiencing) or your well-loved scarf needs a little fabric facelift, do head to the ReBurberry pop-up, running until 13th March!