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HEALTHY SOIL. LESS WATER. BETTER FOR OUR PLANET.
Healthy soil. Less water. Better for our planet.
We are one of the first global brands to switch all our jeans to organic cotton.
What is Organic Cotton?
Kinder to both planet and people, organic cotton saves up to 87% water and has a 14% lower carbon footprint when compared with conventional cotton. It also saves the earth – literally. Whilst conventional cotton uses 16% of the world’s pesticides across just 2.5% of the land, destroying the soil in which the cotton plants grow, organic cotton uses zero pesticides. Without these harmful chemicals, soil quality can be preserved for generations to come.
“About a third of the world’s soil is already degraded…generating two to three centimetres of topsoil takes 1,000 years.”
– Textile Exchange, 2021
HEALTHY SOIL. LESS WATER. BETTER FOR OUR PLANET.
Cotton in Conversion
In FY23, we worked with over 12,000 cotton farmers, helping them convert to organic practices. We’ve donated over 100 million organic cotton seeds to help get them started. And by 2025, we’ll have helped 20,000 farmers convert to organic practices – enough to fulfil our entire organic cotton requirements as a brand. As yet, we’re 60% there, and we’re hoping other brands join the charge.
SAVE WATER. FIGHT CLIMATE CHANGE. CHOOSE ORGANIC.
#BetterChoicesBetterFuture
GOLDEN STATE
It takes a lot of water to grow and process conventional cotton, but organic uses up to 87% less.
Kinder to both planet and people, organic cotton uses 87% less water and reduces CO2 emissions by up to 14% compared to conventional cotton.
GOLDEN STATE
Organic cotton farmers compost and recycle nutrients to maintain soil health rather than using expensive fertilisers.
In 2022... We become one of the first global brands to switch all our jeans to organic cotton
We are proud to be one of the first to make the switch – from Winter 2022, 100% of the cotton in Superdry jeans is certified organic.
We’ve done our research – on 11 July 2022, we combed the data from top global fashion brands selling denim jeans. From looking at what they were currently selling, many brands are incorporating more sustainable cotton into their jeans collections, but very few have made the switch to 100% organic. All the manufacturing sites that produce organic product for Superdry are certified under Global Organic Textile Standard (GOTS) or Organic Content Standard (OCS). We continue to sell stock from previous seasons, which is why some jeans styles don’t contain organic cotton. All organic claims are clearly labelled at the point of sale.
PRAISE FROM OTHERS
DRESSES
ORGANIC COTTON ACCELERATOR (OCA) – Affiliate member
OCA is the only multi-stakeholder organisation fully dedicated to organic cotton, committed to bringing integrity, supply security and measurable social and environmental impact to organic cotton.
UN FASHION CHARTER FOR CLIMATE ACTION – Proud signatory
The Fashion for Global Climate Action initiative calls on the fashion industry to acknowledge the contribution of the sector to climate change and our responsibility to strive towards climate neutrality for a safer planet.
BRITISH RETAIL CONSORTIUM (BRC) CLIMATE ROADMAP – Proud supporter
Committed to working with other retailers, their suppliers, government and other stakeholders, and to supporting customers to collectively deliver the industry’s net zero ambition.
THE HIGG INDEX – Customer
Utilising HIGG’s suite of tools for the standardised measurement of value chain sustainability, central to the Sustainable Apparel Coalition’s mission to transform businesses for exponential impact.
NEW PLASTICS ECONOMY GLOBAL COMMITMENT (NPEGC) – Proud signatory
The initiative has been rallying businesses and governments behind this common vision of a circular economy for plastic.
ZERO DISCHARGE OF HAZARDOUS CHEMICALS (ZDHC) – A friend
Through collaborative engagement, standard setting and implementation, we will advance towards zero discharge of hazardous chemicals.
ETHICAL TRADING INITIATIVE (ETI) – Achiever level member
