Every year on the 22nd of April, Earth Day marks the anniversary of the modern environmental movement in 1970. The theme this year is “Restore Our Earth” and its focus is on natural processes, emerging green technologies and innovative thinking that can restore the world’s ecosystems. And therefore, the theme also rejects the belief that only mitigation and adaptation are the ways to address climate change.
This year, Superdry is committed to leaving a positive environmental legacy in support of Earth Day. In fact, their mission is to be the most sustainable listed global fashion brand by 2030. This can be achieved by using organic cotton, recycled and low impact material – these are just some of the ways they’re investing in the future of the planet.
ORGANIC COTTON
As part of Superdry’s Grow Future Thinking commitment to sustainability, we’ve been supporting cotton farmers in India converting to organic farming methods.
Our ambition is for all our 100% pure cotton garments to be organic by 2025 and to have supported 20 000 farmers convert to organic farming methods.
As of March 2021, we’ve helped 2 798 individual farmers and this year alone we’re looking to donate over 100 million organic seeds to more than 6 500 farmers.
RECYCLED FILL
In 2020, we introduced recycled poly-fill into all our padded jackets, diverting a total of 34 million plastic bottles from oceans and landfill. Each of our padded jackets contains on average 26 recycled bottles.
We’re also trialling recycling our cut fabric waste and unusable second quality products from key factories in Turkey, recycling it into new yarn. Our initial trial produced 1.3 million Superdry sweatshirts from 373 tons of waste offcuts.
LOW IMPACT
We’re investing in low-impact fibres such as Linen and Tencel, that leave a light environmental footprint.
Our linen is created out of Flax, a crop that grows in poor soil; in some cases, Flax can even rehabilitate polluted soil.
Our Tencel garments are produced by Eco Soft technology. The fibres are derived from natural raw material wood sustainably sourced from FSC and PEFC certified forests.
Superdry has stepped up, with one foot on its ecological future and the other at the forefront of style. Superdry has committed to becoming more sustainable and environmentally aware, aiming to use materials that respect the welfare of animals and that minimise our impact on the planet.
