Julian Dunkerton, co-founder, and CEO of Superdry, was named an Organic Ambassador at The Soil Association's Best of Organic Market (BOOM) awards.

The award recognizes Dunkerton's "passion for organic" at both his cider firm and Superdry, where he has accelerated Superdry's organic cotton objectives by five years, with the goal of having all of the brand's pure cotton clothing made completely of organic cotton by 2025.

Dunkerton's enthusiasm for organics plays a big part in his vision for the company's future as a co-founder. Superdry is presently assisting over 1,800 farmers in India who are transitioning to organic farming practices.

Today, organic cotton makes up more than a fifth of the company's clothing, with organic, recycled, and low-impact fibers including Tencel, Hemp, Yak, and Linen accounting for one-third of all garments.

Superdry uses recycled fill-in all of their new Autumn/Winter 2020 padded outerwear jackets. The debut of a line of vegan trainers, which has been registered by the Vegan Society, was also part of this collection.

Dunkerton said while announcing the organic cotton initiative earlier this year that they’re integrating sustainability in every area of the company, which he feels is essential to their consumers and critical to decrease their effect on the planet. While they will continue to push ourselves and the industry forward, this is a significant step forward for Superdry on its path to becoming one of the world's top sustainable fashion brands.

By 2025, the company will employ Zero Waste packaging, which is in line with the United Nations' Sustainable Development Goals.

The organic certifier Soil Association Certification, in collaboration with online retailer Ocado, organized the BOOM awards event in the United Kingdom.