Today, Selfridges (alongside the wider Selfridges Group) has committed to significantly accelerating its target to achieve net zero carbon across its business to 2040 by signing The Climate Pledge – a commitment co-founded by Amazon and Global Optimism to act on the climate emergency and meet the Paris Agreement 10 years early.

Following over a decade of retail activism, from banning fur in 2005, to signing the Fashion Pact in 2019, to removing plastic-based cosmetic glitter in 2021, Selfridges launched the next phase of its sustainability strategy Project Earth in 2020. With a vision to reinvent retail, through Project Earth Selfridges pledges to change the way we shop and the way it does business, underpinned by Science-Based Targets (scopes 1, 2 and 3) and a commitment to net-zero carbon.  

Through Project Earth, Selfridges is taking bold action on the climate emergency across three themes; ensuring the most environmentally impactful materials it uses come from certified, sustainable sources by 2025, pioneering new circular business models and experiences across resale, rental, refill, and repair, and using its platform to engage and inspire the mindsets of its partners, customers and teams.

Andrew Keith, Managing Director of Selfridges, said: “Selfridges exists to imagine and create a sustainable future for our customers. This strong sense of purpose is at the heart of everything we do and over the last 16 years, we have taken ground-breaking steps to reinvent retail. However, we know that we need to change the way we shop and the way we do business to urgently address the climate emergency. By coming together with Amazon, Global Optimism and the signatories of the Climate Pledge, we believe we can co-create meaningful change and unite behind positive, solution-led environmentalism.”

Christiana Figueres, Founding Partner of Global Optimism, commented: “The recent report released by the IPCC is the starkest warning yet that the systems supporting human life are reaching tipping points and that the window of time to act decisively is narrowing,” said Christiana Figueres, the UN’s former climate chief and now founding partner of Global Optimism. “This wake up call from science must be faced with courage and conviction. In this light, it’s encouraging that 86 more companies – some of the largest household names in the world – are now joining The Climate Pledge, committing to accelerate their actions to tackle climate change in a timely fashion, and playing their part in building a low-carbon economy. I look forward to the fruits of the leadership we will see from this collective of 200 signatories that are now part of The Climate Pledge.”

Last month, Selfridges marked the first anniversary of Project Earth by publishing a Progress Update that sets out its highlights and hurdles throughout the last 12 months. In early 2022, Selfridges will publish its first full Sustainability Report.

For more information on Project Earth, please visit:

Notes to Editors:

As a signatory of the Climate Pledge, Selfridges will:

  • Measure and report greenhouse gas emissions on a regular basis.
  • Implement decarbonization strategies in line with the Paris Agreement through real business change and innovations, including efficiency improvements, renewable energy, materials reductions, and other carbon emission elimination strategies.
  • Take actions to neutralize any remaining emissions with additional, quantifiable, real, permanent, and socially beneficial offsets to achieve net zero annual carbon emissions by 2040.

About Selfridges’ carbon reduction targets

Selfridges set Science Based Targets (scopes 1,2 and 3) in 2020, which have been validated by the Science Based Targets Initiative[1]. Selfridges is committed to achieving net-zero carbon across its business by 2040.

Selfridges’ stores are powered by 100% green energy (electricity and gas) and it is focussing on driving down waste and energy consumption year on year.

Selfridges has retained the Carbon Trust triple standard for carbon, water and waste since 2014.

[1] We will reduce our greenhouse gas emissions from our stores and offices by 64% (from a 2018/19 baseline) by 2030. This target has been approved by the Science-Based Targets Initiative as consistent with what the latest climate science has told us is needed to prevent the most damaging effects of climate change (to keep warming to 1.5°c.).

We also commit to reducing absolute scope 3 GHG emissions from purchased goods and services 30% by 2030 from a 2018 base year, and that 10% of our suppliers by emissions covering logistics and capital goods will have science-based targets by 2024.


Celebrate Father’s Day with Selfridges’ thoughtfully curated edit of gifts and experiences. Whether they’re sharply dressed, enjoy cooking up a storm or have an eye for interiors, Selfridges has the perfect gift to say thank you. For the dads who are hard to buy for, or perhaps first-time dads in need of some R&R, customers can treat them to an extraordinary experience via Selfridges new Experience Concierge.


This summer, the House is showcasing the Dioriviera capsule in a pop-up boutique with a seaside
atmosphere at Selfridges London’s iconic rooftop restaurant, Alto by San Carlo.

Named Dior at Alto, the space celebrates the art of living dear to the House and is adorned
with toile de Jouy, an emblem revisited by Maria Grazia Chiuri in blue, chartreuse or raspberry
– Pop hues lifted from a radiant summer wardrobe designed by the Creative Director of Dior
women’s collections. The motif adorns chairs and placemats as well as the bar and delicate veils
on the pergola, an ode to la dolce vita. Punctuating the décor are objects by Dior Maison such as
cushions, parasols and deckchairs.

The menu features Italian specialties, Alto’s signature recipes – such as Truffle and Pecorino Ravioli
– as well as dishes selected by the House*, including some of Monsieur Dior’s favorites.
The cocktail list, renamed in tribute to the history of Dior, is made complete by elixirs created
exclusively for this unique spot, such as “J’Adior Selfridges” and “Lady Dior”.

A gourmet and refined interlude, Dior at Alto can be discovered from June 3rd to the end of October 2021 by booking here.

*Guests can choose from Lobster Roll with Pachino Tomatoes, Beetroot Carpaccio served with rocket salad,
Parmesan cheese and pistachios, or Tagliolini with Sicilian Red Prawns and Caviar.


Selfridges theme for 2021 is Good Nature: a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth.

This summer, Selfridges looks to make the world brighter and encourage reconnection with the great outdoors with a specially curated edit of extraordinary outdoor entertainment and homeware. From inflatable hot tubs and paddle boards to portable pizza ovens and planet-friendly picnic essentials, the Garden Centre edit has everything to enhance an outdoor lifestyle.






This May half term, Selfridges has curated an extraordinary line up of activities for children and families to enjoy, with exciting events taking place daily in the Toy Department and a one off special appearance from star of the moment Peter Rabbit. 

Half term activities include (Monday 31st May – Sunday 6th June):

Meet Peter Rabbit

Watch Peter Rabbit on the big screen and then meet the star in the person! Selfridges will continue to screen the long-awaited sequel Peter Rabbit 2: The Runway, at its in store cinema, located on the lower-ground floor. Following a special screening on the 1st of June, fans can head to the Toy Department to meet Peter Rabbit himself. Tickets for all screenings can be booked here. 

FAO Schwarz Soldier sing-a-long performance

See the FAO Schwarz Toy Soldiers come to life at their musical performance everyday at 3pm.

Remember the iconic scene from the movie Big? Get musical and have a go on FAO Schwarz’s giant walk-on piano in the toy department. Piano lessons run everyday 2-5pm, book a complimentary experience here

Braid Bar and Nail Art

Get creative and learn nail art from the pros or head to the new pop up from The Braid Bar for fun braided hairstyles and plaits.

Magic Trick Demos

Learn some magic from the talented Marvin’s Magic team who will be demoing tricks throughout half term.

Lego Exclusives

Be the first to see Lego’s new 2020 Ford Bronco R and 2019 GT ‘Gulf Heritage’ Edition car which launches exclusively at Selfridges, June 1st

Notes to Editors:

Selfridges Toy Department on 4

London, 400 Oxford St, London W1A 1AB

Monday – Saturday: 10am – 9pm

Sunday: 11am – 6pm

Health & Safety:

Customers waiting outside will be asked to maintain social distancing of 2 metres, as will customers and staff inside 

Hand sanitiser stations throughout the space and increased cleaning throughout the day, with deep cleaning each evening 

Protective screens at till points 

Customers will be encouraged to use contactless with mobile device payments, and an increased transaction limit of £45 


Following the viral success of Rudy’s Vegan Butcher, the UK’s first permanent vegan butcher which opened its doors in Islington last year, the team behind the cult plant-based brand are bringing their signature cruelty-free cuts to central London, with a new counter at Selfridges.

On a meat-free mission to provide unbeatable products to vegans and non-vegans alike, the brand-new butcher is now open seven days a week in Selfridges Foodhall. With both a butcher’s counter and a deli menu available, the slab is stocked with plant-based products, mind-blowing mock meats and vegan home cooking staples alongside a range of to-go hot and cold American diner favourites.

New products for Selfridges include charcuterie favourites such as meat-free Mortadella and Merguez, alongside cold cuts such as spiced pastrami and peppered salami, weighed and sliced at the counter. Whip-up a full English brekkie at home with baycon and black puddin’, while a selection of dirty burgers, soysage patties and rack of jack ‘ribs’ have you covered for a perfect summer spread for al fresco BBQs and gatherings.

Rudy’s at Selfridges will also be serving up a delicious deli menu, comprising signature American diner dishes with a vegan twist so shoppers can enjoy Rudy’s on-the-go, with dishes from £5.50. Signature dishes will include the unbelievable, oozing Mac & Cheeze and the legendary Rudy’s Ruben’z, a spectacular sandwich stacked high with plant-based pastrami, pickles, crispy onions and Russian dressing. Of course, they’ll also be keeping the menu fresh with never-seen-before items exclusive to Selfridges such as the Veatball sub and a seasonally changing plant-based pie of the day.

Rudy’s Vegan Butcher launch at Selfridges falls in line with Project Earth, the retailer’s on-going sustainability initiative which aims to increase its range of plant based options, as well as committing to providing a 100% organic meat offer across all of Selfridges Foodhalls and restaurants by 2025.

Notes to Editors:

Rudy’s Vegan Butcher

Selfridges Foodhall, 400 Oxford St, Marylebone, London W1A 1AB

206 Upper Street, London, N1 1RQ

Monday – Sunday: 10am – 9pm

About Rudy’s Vegan

Rudy’s Vegan Diner launched in 2018 in Camden Market as London’s first all-vegan diner, serving veganised versions of classic American junk food, pioneering a new style of vegan food and showing Londoners that vegan food can be dirty and delicious. After two successful years, Rudy’s launched DIY restaurant kits for nationwide delivery to allow customers to recreate their four most popular dishes at home. Going from strength to strength, the brand launched the UK’s first permanent vegan butcher on Islington’s Upper Street in November 2020 to much acclaim, selling a range of plant-based products in store and expanding their online shop with a wide range of mock-meats such as baycon, pastrami, burger patties and meatballs, all created from scratch. Rudy’s Vegan has developed a loyal following and looking to spread their sustainable, meat-free message across the UK.


Can reselling and repairing our clothes really help tackle fashion’s environmental footprint? How can we make nature more accessible to communities that don’t have access to green space? To mark Earth Day this year, Selfridges is hosting pioneering experts and inspiring voices in the field of sustainability to explore these compelling questions and help us pave the way to a brighter future.

The virtual events are free to join and take place as part of Selfridges’ theme for 2021, Good Nature: a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world. Selfridges imaginative approach to retail innovation is underpinned by its transformational five-year sustainability plan, Project Earth, which aims to change the way we shop.


Thursday 22 April, 6PM BST


  • Jeana Malhi – Youth Board Member, Friends of the Earth
  • Myra Rose Craig – British-Bangladeshi ornithologist, bird writer, naturalist, and campaigner for equal rights, Myra is the youngest person in the UK to receive an honorary Doctor of Science award. Myra is known as ‘Bird Girl UK’
  • Ellen Miles – A creative strategist and social innovator with a focus on the relationship between social and climate justice. Ellen is the founder of the campaign ‘Nature is a Human Right’.

Spending a mere two hours a week outside is scientifically proven to lower blood pressure, enhance the immune system and reduce anxiety. Yet, for many communities, nature and the countryside are inaccessible with many city-dwellers struggling to find greenery in their local areas. There have been accounts of racist hate crimes in ‘community’ green spaces while plus-size people have long felt excluded from outdoor activities such as hiking. In this panel discussion, we hear from the organisations drawing attention to these inequalities and the trailblazing activists campaigning to make nature open to all.


Friday 23 April, 6PM BST

Hosted by Elizabeth L Cline, Author


  • Lauren Bravo- London-based journalist and author of How to Break Up with Fast Fashion, 2020.
  • Shaunie Brett – Consultant in sustainable clothing consumption, Shaunie is currently offering free coaching to young women of colour who have recently founded a fashion business.

How can re-wearing, repairing and buying pre-loved fashion help the environment? Can this make a real difference in an industry that churns out vast quantities of cheap, mass-produced clothes every day? How can we make the pieces in our wardrobes last a lifetime? Join author and fast fashion specialist Elizabeth L Cline and expert voices in environmental fashion as they discuss the significance of reselling, reworking and repairing fashion items in today’s climate. This is a great way to discover the positive ways in which this simple practice can help the cause while also learning some helpful tips to get you started.


Saturday 24 April, 6PM BST

Hosted by Jenny Kleeman, Author and Journalist


  • Tyrone Scott – Young Greens Campaigns Officer Activist
  • Anita Okunde – Activist and UK Student Climate Network

With the anti-climate change movement growing by the day, how can we untangle this complex issue to inspire effective thought leadership for the future? And how can we communicate that this is the most pressing matter in the history of human civilisation without it being preachy and dull? We bring together a panel of experts who have each found creative and innovative ways to bring the climate change conversation to the forefront in what promises to be an inspiring and informative talk.