Superdry accelerates organic cotton strategy

The Superdry badge on a jacket

Superdry has announced it will accelerate its organic cotton targets by five years, which will see all of its pure cotton garments produced entirely from organic cotton by 2025.

The target meaning 65% of all garments that contain any amount of cotton will be derived from organic cotton sources.

It is part of an ambitious strategy that will see Superdry support its organic cotton requirements by helping 20,000 farmers adopt the latest sustainable organic cotton farming practices.

At the current rate of roll out, this initiative is due to reach the target of 20,000 farmers, mostly based in India and Turkey, by 2025, which is also five years ahead of the original target the company set out in 2019.

Today, more than a fifth of Superdry’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.

Superdry co-founder Julian Dunkerton
Superdry co-founder Julian Dunkerton.

Julian Dunkerton, Founder and Chief Executive Officer, 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.”

Dunkerton has recently been nominated for the Soil Association’s Organic Ambassador Award as part of the Best of Organic Market Awards, recognising those individuals who have driven forward the organic cause in the past year.

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