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Superdry accelerates its organic cotton strategy

Superdry has brought forward its organic cotton targets by five years as it looks to have all of its pure cotton garments produced entirely from organic… View Article

FASHION RETAIL NEWS UK

Superdry accelerates its organic cotton strategy

Superdry has brought forward its organic cotton targets by five years as it looks to have all of its pure cotton garments produced entirely from organic cotton by 2025.

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

To achieve the goal, the retailer will help 20,000 farmers adopt the latest sustainable organic cotton farming practices.

Superdry said more than a fifth of its garments curently 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 range used recycled fill. This collection also includes a line of vegan trainers which has been registered by the Vegan Society.

Julian Dunkerton (pictured), founder and chief executive of Superdry, 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.”

Superdry has recently embarked on a partnership with global football superstar Neymar Jr to champion sustainability with a 100% organic underwear and sleepwear collection.

 

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