Portuguese premium sneaker brand JAK makes its UK debut today (14 April), launching exclusively within Selfridges flagship London store to showcase its “timeless footwear designs”.

Having already built “a loyal global following”, this is the first stage of the direct-to-consumer brand’s journey into UK physical retail with one of the country’s biggest names as its first UK partner, as it “takes a bold step into one of the world’s most influential fashion capitals”.

And there will be news of “further expansion in the coming months”, but co-founders Isabel Henriques da Silva and José Maria Reffois are first concentrating on this debut which marks a “major milestone for the brand”. 

Bringing its mission (“minimalist aesthetic, superior Portuguese craftsmanship and commitment to sustainable production”) to life, JAK takes its position on the store’s first floor Men’s Footwear Department with the collection also accessible online via the new JAK UK website.

Lisbon-designed and created in its family-owned factories, JAK’s co-founder and creative director da Silva said: “Our commitment to quality, design, and responsible production aligns perfectly with the values of the modern consumer. We can’t wait for UK shoppers to experience JAK’s understated yet luxurious footwear firsthand.”

The difference between fashion’s eco ambitions and actual actions comes to light again with a new report by Good On You revealing “alarming gaps” between the two. 

The fashion and beauty brands rating platform has released its ‘Fashion Planet Benchmark Report’ in its journal, and the findings are far from glowing.

The comprehensive analysis from more than 5,400 large and small brands exposes shortfalls in emissions tracking, supply chain transparency, and circular design initiatives.

Key findings from the report include large fashion brands scoring just 30% on average for environmental impact measures, while small brands perform better at 46%.

Meanwhile, 88% of brands with emissions targets don’t disclose any progress towards meeting them and despite extensive talk about circularity, only 3% of large brands offer rental schemes and just 13% have resale programmes.

And when it come to large brands investing in research and development for circular innovations, only 6% are doing so.

But on a more positive note, top-performing brands “show that doing better is possible” with the highest score among the sample of large brands being 86% whereas several small brands scored 100%.

“The numbers say it all. Sadly, the industry is far behind where it needs to be to protect the environment and our future,” said Sandra Capponi, co-founder of Good On You. 

“Without stronger action and systemic changes, the industry risks losing the trust of consumers, investors, and regulators — all while undermining the resilience of its own supply chains. Fashion simply can’t continue down this path.”