We are on a journey to become the number one sustainable style destination. And we want to share that journey with you.
Here we're sharing the truths about the claims we make, what sits behind them, updating them as we continue on our journey. If you have any questions, or see a claim you want more information about, please contact our Customer Services Team: ethical.trading@superdry.com
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.
In 2018...
We introduced our Sustainably Sourced collection.
To make it into our 'Sustainably Sourced' collection, a garment needs to contain a minimum 50% lower impact material, or 100% of a core part of the garment (e.g. the fill in our padded jackets).
A lower impact material is defined, not by us, but by industry recognised benchmarks run by Textile Exchange and the Sustainable Apparel Coalition. Our Materials Library shares further information on our lower impact materials, and is accessible by QR code on our garment swingtags, or through our Sustainability Hub.
In FY22, 47% of our garments contain organic, lower impact or recycled materials, which means we are is on track to meet our 65% target by 2025.
In 2021...
We launched our first fully recycled collection
Our fully recycled collection has been made using 100% recycled materials - from fabric to seams to labels.
To make the fabrics, we blend recycled cotton and recycled polyester. We source the cotton from waste produced by our own factories, the yarns, fabrics and garments are produced using Global Recycled Standard (GRS) or Recycled Content Standard (RCS) certified factories and mills.
From 2021...
All padded jackets use recycled fill - with each jacket containing between 5 and 48 recycled bottles.
...or an average of 23 per jacket across our Winter 2021 and Summer 22 seasons.
Each and every Superdry garment containing recycled content is certified by our mills and factories to ensure traceability in line with the Global Recycled Standard (GRS) or Recycled Content Standard (RCS).
Our recycled fill is made using fully traceable post consumer waste sourced from certified recycling plants. To calculate the equivalent number of bottles used we use an average 500 ml bottle weight of 16 grams, which sits in the middle of a range for bottle weights (the lightest being 9g and the heaviest 24g).
From 2022...
We introduced Cotton in Conversion into our Sustainably Sourced collection
Cotton in conversion is grown using strict organic farming guidelines, which include natural rather than chemical pesticides and fertilisers.
We support farmers on their three-year journey to organic certification, and help them sell their crops for a premium.
By 2025, we will have helped train and convert 20,000 farmers to certified organic practices. In 2022, we trained reached 7,508 farmers, and started using their cotton in our collections while also ensuring they recieve a premium for thier harvest as well as GMO Free seeds.
From Winter 2022...
All Superdry trainers are registered with The Vegan Society
Each and every one of our vegan trainer styles is licensed and checked as part of The Vegan Society registration process.
Our factories have specialist vegan lines, and we also use a specialist lab through our third party testing partner, Bureau Veritas to grind the shoes down and test for DNA - to be extra sure that there has been no animal products contaminating production.
To minimise our waste, we continue to sell stock from previous seasons, which is why some older trainer styles are not vegan. If an older style is not vegan, this will be clear at the point of sale.
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.
In 2018...
We introduced our Sustainably Sourced collection.
To make it into our 'Sustainably Sourced' collection, a garment needs to contain a minimum 50% lower impact material, or 100% of a core part of the garment (e.g. the fill in our padded jackets).
A lower impact material is defined, not by us, but by industry recognised benchmarks run by Textile Exchange and the Sustainable Apparel Coalition. Our Materials Library shares further information on our lower impact materials, and is accessible by QR code on our garment swingtags, or through our Sustainability Hub.
In FY22, 47% of our garments contain organic, lower impact or recycled materials, which means we are is on track to meet our 65% target by 2025.
