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We know that fashion makes a statement. What if your statement said I want to do more for my planet?
We’re making better choices so that you can make better choices, too. For example, we’re switching to organic cotton: it uses up to 87% less water than conventional cotton, plus it improves soil condition. Our new swimwear collection? It’s crafted from recycled polyester, meaning you can wear fabrics made using recycled bottles and fishing nets. We’re also wasting less. Instead of trashing the leftover fabric from our garments’ creation, we now use recycled materials – 418 tonnes of it in 2020/1, to be exact – knitting it into new yarns to make our recycled clothing collection.
As we said, fashion makes a statement. Let’s make that statement a force for good.
Join us in leaving a better legacy. Better for the environment. Better choices. Better future.
#BetterChoicesBetterFuture
Beabadoobee is a Filipino-British singer and songwriter.
“Instead of creating waste, I make use of the unloved pieces in my wardrobe, even using some of my boyfriends and dad’s clothes to repurpose and make them feel new again.”
Saffron Hocking starred as Lauryn in Top Boy.
“It’s really about having a consciousness about what you’re buying and why… I ask myself; do I really need this? how is it made?”
Jasmine Jobson was nominated for a bafta for her role as Jaq in Top Boy.
“I’m educating myself on sustainability in general and becoming aware about what I’m wearing and the materials my clothes are made from.”
Emma Schweiger is a german American actor.
“I’m passionate about helping our environment for the sake of our future. I love cutting up my old clothes and giving them new life.”
Zoé Tondut is a french vlogger and influencer.
“Sustainability is about thinking of new ways to make changes in your life… like producing less waste and eating less meat. we all have to take little steps.”
Beabadoobee is a Filipino-British singer and songwriter.
“Instead of creating waste, I make use of the unloved pieces in my wardrobe, even using some of my boyfriends and dad’s clothes to repurpose and make them feel new again.”
Saffron Hocking starred as Lauryn in Top Boy.
“It’s really about having a consciousness about what you’re buying and why… I ask myself; do I really need this? how is it made?”
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.
We want to limit the global temperature rise, so we’re making several changes to how our products are made by switching to organic, low-impact, and recycled materials. We’re also adapting how we move them and where we sell them. Our goal is to reach net-zero carbon emissions.
We aspire to help create a circular fashion industry. We’re making the old new again by upcycling legacy stock and giving our garments a second lease on life. Fabric offcuts are being woven into new fibres, and heritage garments are being tie-dyed for a completely new look.
We're looking for alternatives to leather – and where we have found great materials we have 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 SS22, 92% of our trainer collection is vegan.
ORGANIC COTTON
Grown using only natural pesticides and fertilisers, organic cotton helps create healthier soil for generations to come. The production of Organic Cotton uses up to 87% less water than conventional cotton and reduces carbon emissions by up to 14%.
ORGANIC COTTON & RECYCLED MATERIALS
The production of Organic Cotton uses up to 87% less water, plus it’s grown without chemical pesticides and fertilisers – so it’s better for our planet - and the farmers who grow it. We use recycled materials from several sources. Giving discarded materials a new purpose saves waste and reduces carbon emissions.
ORGANIC COTTON TENCEL™ BLEND
TENCEL™ modal fibres are produced using Eco Soft technology: an environmentally responsible choice that creates supreme softness.
MADE WITH RECYCLED MATERIALS
We use recycled materials from several sources. Giving discarded materials a new purpose saves waste and reduces carbon emissions; for detail on the type of recycled clothing, please take a look at the care label.
MADE USING RECYCLED BOTTLES
Our recycled polyester is made from post-consumer waste, such as plastic bottles. It saves up to 30% water and has a 26% lower carbon footprint than virgin polyester.
MADE WITH SUSTAINABLY SOURCED FIBRES
We use materials from several sustainable plant sources to make our garments.
MEET THE CAST
Awards and recognition Superdry have received for its positive changes so far.
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At the time of writing this report, July 2021, Julian Dunkerton was also recognised by the Soil Association BOOM awards, as Best Organic Ambassador, for organic initiatives at Superdry, as well as within his wider business portfolio.
In April 2021 we were proud to have won the Drapers Positive Change Award – recognising our ‘year of reset’ – calling out our leading approach to organic farmer training and lower impact packaging solutions.
In May 2021, we topped the Financial Times Europe’s Climate Leaders 2021 Leader Board – a list of the 300 companies across Europe that have achieved the greatest reduction in their greenhouse gas emissions’ intensity between 2014 and 2019, for reducing our year-on-year core emissions by more than 50%.
At the time of writing this report, July 2021, Julian Dunkerton was also recognised by the Soil Association BOOM awards, as Best Organic Ambassador, for organic initiatives at Superdry, as well as within his wider business portfolio.
In April 2021 we were proud to have won the Drapers Positive Change Award – recognising our ‘year of reset’ – calling out our leading approach to organic farmer training and lower impact packaging solutions.
PRAISE FROM OTHERS
DRESSES
ORGANIC COTTON ACCELERATOR (OCA) – Affiliate member
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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UN FASHION CHARTER FOR CLIMATE ACTION – Proud signatory
Proud signatory. The Fashion for Global Climate Action initiative calls on the fashion industry to acknowledge the sector’s contribution to climate change and our responsibility to strive toward climate neutrality for a safer planet.
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BRITISH RETAIL CONSORTIUM (BRC) CLIMATE ROADMAP – Proud supporter
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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THE HIGG INDEX – Customer
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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NEW PLASTICS ECONOMY GLOBAL COMMITMENT (NPEGC) – Proud signatory
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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ETHICAL TRADING INITIATIVE (ETI) – Achiever level member
