As part of Selfridges new sustainability initiative, Project Earth, the iconic store is  introducing a new permanent shoe cleaning service in-store. The initiative aims to encourage shoppers to revive their favourite trainers, smart shoes or heels and continue wearing them, as opposed to buying new pairs and contributing to excess landfill waste.

Established in 2018 by Birmingham-based CEO, James Harper, The Sneaker Doc business began on Instagram and provided trainer restoration for just £30 per pair.

After becoming something of an internet sensation, The Sneaker Doc team have gone on to work with clients like Harvey Nichols and Kurt Geiger, as well as various football players, reality stars and popular British musicians.

When booking to get your trainers cleaned, The Sneaker Doc customer experience team offer a free consultation to advise which service would be best suited for you.

The best part? All you have to do is drop their shoes off to the Selfridges Birmingham footwear department at a time convenient to them (no appointment necessary). Once the Sneaker Doc team have worked their magic, they will drop the shoes back to the store for shoppers to collect, it really is as easy as that!

The specialised service costs from £30 and takes around 7 days- depending on the service chosen, the type of shoe and their condition. Shoppers can pay extra for a 48 hours turn-around and due to government guidelines, The Sneaker Doc team is providing a safe, contactless service.

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