Superdry speeds up its organic cotton strategy

By

Nigel TAYLOR

Published
Mar 17, 2021

Superdry is speeding up its commitment to sustainability, the UK fashion retailer announcing Wednesday all pure cotton garments it sells will be organic by 2025, five years ahead of schedule.

It’s part of the retailer’s ambition to be “the world’s most sustainable publicly-listed fashion brand by 2030”.

The strategy will see Superdry support its organic cotton requirements by helping 20,000 farmers adopt the latest sustainable organic cotton farming practices.

At the current rate of rollout, this initiative is due to reach the target of 20,000 farmers, mostly based in India and Turkey, by 2025, which is also five years ahead of the original target the company set out in 2019, noted the retailer.

Currently, Superdry says a fifth of its garments contain organic cotton, with one third of all garments containing organic, recycled, and low-impact fibres including Tencel, hemp, yak or linen. 

Meanwhile, all its padded outerwear jackets from its autumn/winter range used recycled fill. This collection also saw the launch of a line of vegan trainers, registered by the Vegan Society.

Superdry also recently announced a partnership with global football star Neymar Jr to champion sustainability with a 100% organic underwear and sleepwear collection.

Julian Dunkerton, Superdry founder and CEO, said: “We are embedding sustainability in every part of the business, which I believe is important to our customers and is critical to lowering our impact on the planet.

"While we continue to challenge ourselves and the industry, this is an exciting milestone for Superdry on its journey to become one of the leading global sustainable fashion brands”.