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Focus on: Sustainability
We know that fashion makes a statement. Let’s make that statement a force for good. Join us in leaving a better legacy that's better for the environment.
#BetterChoicesBetterFuture
We’re switching to organic cotton because it preserves the soil, uses less water, and reduces carbon emissions. Kinder to both people and the planet – no pesticides are used during cultivation – by 2025, all of our pure cotton clothing will be organic, in-conversion or recycled cotton.
We want to help limit the global temperature rise. So, we’re making several changes to how our products are made. We're switching to lower impact and recycled materials which have a lower carbon footprint - kilo for kilo - when compared to conventional alternatives. We’re also adapting how we move them and where we sell them.
We aspire to help create a circular fashion industry by giving our garments a second lease on life. Working with Oxfam, our UK in-store customers have the option to donate their clothing for resale and help fund great causes. This season, we're focusing on denim: timeless, durable, and versatile – it's easy to upcycle and great for resale. We will continue to push our circularity even further with our cut waste initiatives.
We're looking for alternatives to leather – and where we've found great materials we've made the switch to vegan. We want to save the energy, chemicals, and water typically needed, so we’re using more vegan leather, crafted from a blend of recycled and virgin polyurethane. In SS23, 98% of our footwear collection is vegan.
You will only see our 'Sustainably Sourced' claim where a lower impact material makes up over 50% of a garment's content or 100% of a jacket's padding. Over the last year, 62% of the garments we designed and produced contained organic, lower impact or recycled materials. We are on track to meet our 65% target by 2025 and 96% by 2030. Find out more about our journey and how we make our sustainably sourced claims here.
It's an ongoing journey, but we've been recognised for the positive changes we're making along the way.
In July 2022, we were named Best Sustainable High-Street Brand in Marie Claire’s Sustainability Awards. Noted as one of the 'forward-thinking fashion brands reducing the environmental cost of our wardrobes right now,’ judges highlighted our ‘impressive reductions in carbon emissions over a five-year period’.
In July 2022, we were named Best Sustainable High-Street Brand in Marie Claire’s Sustainability Awards. Noted as one of the 'forward-thinking fashion brands reducing the environmental cost of our wardrobes right now,’ judges highlighted our ‘impressive reductions in carbon emissions over a five-year period’.
Affiliate member. The Organic Cotton Accelerator (OCA) unites the global organic cotton sector. From field to fibre to fashion, OCA enables measurable improvements to farmers’ livelihoods and local communities, creating the conditions for change to secure the future of organic cotton.
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Proud supporter. Committed to working with other retailers, their suppliers, government, and other stakeholders and supporting customers to deliver the industry’s net-zero ambition collectively.
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Customer. Utilising HIGG’s suite of tools for the standardised measurement of value chain sustainability is central to the Sustainable Apparel Coalition’s mission to transform businesses for exponential impact.
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Proud signatory. The initiative has been rallying businesses and governments behind this shared vision of a circular economy for plastic.
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A friend. Through collaborative engagement, standard-setting and implementation, we will advance towards zero discharge of hazardous chemicals.
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Achiever level member. A leading alliance of companies, trade unions and NGOs that promotes respect for workers’ rights around the globe.
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Superdry partners with Oxfam to offer a ’Give Back’ scheme across all full-price UK and ROI stores to collect and extend the life of clothes by reuse, resale or recycling.
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Superdry has responded to the SBTi’s urgent call for corporate climate action. Science-based targets provide a clearly defined pathway for companies to reduce greenhouse gas (GHG) emissions, helping prevent the worst impacts of climate change.
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