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SUPERDRY ON SUSTAINABILITY

The ominous threat of climate change is a massive concern for us all. Yet, for too long, big businesses have shut their eyes and ears to the growing problem, failing to make meaningful steps to tackle the most significant environmental crisis our planet has ever faced.


Superdry thinks differently. Aiming to become the most sustainable listed global fashion brand by 2030, the iconic British label has set its ambitions high. We investigated their sustainability plans for the present and the future as they look to stand clear from the crowd of brands that promise so much yet deliver so little.


THE STORY SO FAR

Founded in 2003 by current CEO Julian Dunkerton and designer James Holder, Superdry has been disrupting the casual fashion sector for almost two decades. Their focus on high-quality clothing cleverly fuses vintage Americana and Japanese-influenced graphics with an unmistakably iconic British style.


Their expressive range of colourful t-shirts for men and women, hoodies, jackets, accessories and more has become a global streetwear staple. In 2020, Superdry launched its ‘Grow Future Thinking’ initiative to promote sustainable values and ambitions. Sustainability is an integral part of the brand and a central focus of its mission statement: “To inspire and engage style-obsessed consumers, while leaving a positive environmental legacy”.


IMPACTFUL CHANGE

As part of its sustainability goals, Superdry employs a three-pronged approach toward its grand plans for the future. First, focusing on the three Ps - products, the planet and people, the British brand wants all of its pure cotton items to be organic by 2025. They also plan to use recycled and low-impact fibres at scale and convert all remaining cotton by 2030.


They’re also striving towards being carbon zero across all logistics and operations supply chains by 2030 and committing to zero packaging waste by 2025. Superdry is also firmly committed to working with ethically compliant, sustainable factories, ensuring that people are treated with the respect and dignity they deserve.


REVOLUTIONARY FARMING PRACTICES

Organic farming practices are a must nowadays, especially now we're all peering down the barrel of climate catastrophe. Leading by example, Superdry uses natural techniques and fertilisers to create healthier soil (and reduce water consumption by 87%). This healthier soil also promotes better carbon storage in the ground, leading to stronger biodiversity.


Superdry has also made it a priority to support 20,000 farmers to adopt the very latest sustainable, organic cotton farming practices. In addition, they are committed to working directly with farmers to tackle challenges around access to credit via upfront seed purchasing and providing guaranteed uptake of cotton.


SUSTAINABLY SOURCED RANGE

Keen to further spread awareness of their stance on sustainability, Superdry now offers a sustainably sourced range of products. This involves recycled materials and organic fabrics that have been sustainably sourced from responsibly managed forests.


At Secret Sales, we’re delighted to sell this sustainable range alongside the rest of our Superdry products at famously low prices. So, whether you’re on the hunt for summer dresses, men's polo shirts or a puffer coat for the autumn, just look out for the ‘sustainably sourced’ badge on our product images when you’re shopping with us.


RECYCLED CONTENT

Superdry takes recycling seriously. Very seriously. By way of example, the padding for their entire outerwear range is made using recycled bottles. Rest assured, they certify every single jacket that passes through their system to the finest detail. They even note how many bottles it takes to create the fill of each piece.


It takes between four and 58 recycled bottles to construct the fill of a jacket. Between 2021 and 2022 alone, Superdry has diverted 43.9 million plastic bottles away from landfills, incinerators and the sea. To demonstrate their progress already, 45% of their 2021 autumn/winter range contained organic, recycled or low-impact fibres.


EXPLORE OUR SUPERDRY COLLECTION

With drive, a belief in making a difference and the desire to leave a positive environmental legacy, big businesses can be the difference-makers we all hope to be.

Explore the brand that believes in change by shopping our extensive menswear and womenswear Superdry range. What will you choose next from our vast sales collection?

SUPERDRY SUSTAINABLY SOURCED

Shop the sustainably sourced collection by Superdry

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