​Superdry CEO Julian Dunkerton wins Organic Ambassador status at BOOM Awards 2021

Superdry Co-Founder and CEO Julian Dunkerton has been awarded Organic Ambassador status at The Soil Association's Best of Organic Market (BOOM) awards.

The award notes Dunkerton’s “passion for organic” at both his cider company and Superdry, where he has accelerated its organic cotton targets by five years, aiming for all of its pure cotton garments to be produced entirely from organic cotton by 2025.

As Co-founder, Dunkerton's passion for organic plays a major role in his vision for the company’s future. Superdry is currently supporting over 1,800 farmers to transition to organic farming methods, cultivating land across India.

Today, more than a fifth of the company's garments contain organic cotton, with one third of all garments containing organic, recycled, and low impact fibres including Tencel, Hemp, Yak or Linen.

All of Superdry’s padded outerwear jackets from its new Autumn/Winter 2020 range used recycled fill. This collection also saw the launch of a line of vegan trainers, which has been registered by the Vegan Society.

Describing sustainability at Superdry earlier this year, Julian Dunkerton, said: “I am delighted by the progress we are making with organic cotton and that we have been able to bring our ambitious targets forward by five years to 2025.

“We are embedding sustainability in every part of the business, which I believe is important to our customers and is critical to lowering our impact on the planet. While we continue to challenge ourselves and the industry, this is an exciting milestone for Superdry on its journey to become one of the leading global sustainable fashion brands.”

The company has also aligned itself to the United Nations-backed Sustainable Development Goals and will use Zero Waste packaging by 2025.