LONDON — As any Brit will say — or to quote the brand itself — it’s always Burberry weather somewhere in the U.K.
Whether they’re worn on a trip through the muddy, squelchy English countryside or while dashing for the bus on a rainy day, the clothes work hard, and sometimes need some TLC.
To that end, Burberry has opened a pop-up at Selfridges that gives customers the opportunity to repair, resell and customize their favorite items from the brand.
Onsite craftspeople from Burberry’s factory in Castelford, Yorkshire, are on hand to spiff up trenchcoats or repair cashmere scarves with custom embroidery or darning.
A Burberry craftsperson can customize trenches onsite.
Courtesy of Burberry / SELFRIDGES / Rodrigo Branco
There are also options for those looking to join the club. A selection of previously worn trenchcoats, all made pre-1999, have been zhuzhed up by Burberry’s team of trenchcoat aficionados and are up for sale. Each coat is individually numbered and labeled “Proudly Restored by Burberry.”
The Selfridge’s ReBurberry space is open until Thursday and for those who cannot make it, the brand is offering its cashmere refresh service at select Burberry stores. Like a spa day for high-end fabric, the pieces are brushed, steamed and misted back to life.
Both the pop-up and the cashmere refresh service are part of a wider strategy to elevate Burberry classics. Since joining as chief executive officer, Joshua Schulman has said repeatedly that Burberry’s focus should be on outerwear — and the label’s signature check.
At the brand’s fall 2025 show on Feb. 24, chief creative officer Daniel Lee sent coats, capes and trenches down the runway in the earthy dark browns, greens and burgundies pulled from the British countryside.
“Burberry is a brand that’s made for being on the go, being in motion — and in movement — outside and in all different types of weather and terrain,” Lee said post-show.
