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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
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?”
Organic Cotton
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.
Net Zero
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.
Circularity
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.
Cruelty Free Footwear
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.
Low Impact Materials
You will only see our 'low impact materials' 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.
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
Our Awards
It's an ongoing journey, but we've been recognised for the positive changes we're making along the way.
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In July 2022, Julian Dunkerton (CEO) was 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 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 April 2021, we were proud to have won the Drapers Positive Change Award – recognising our 'year of reset' and spotlighting 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 Leaderboard: a list of 300 companies across Europe that have achieved the greatest reduction in their greenhouse gas emissions' intensity, between 2014 and 2019, and our year-on-year core emissions by more than 50%.
In July 2022, Julian Dunkerton (CEO) was 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 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’.
Our Partners
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
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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ETHICAL TRADING INITIATIVE (ETI) – Achiever level member
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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ETHICAL TRADING INITIATIVE (ETI) – Achiever level member
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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