Superdry quicken sustainable cotton strategy by 5 years

Superdry has speeded up their organic cotton targets by 5 years to 2025, as they plan to produce their pure cotton garments entirely from organic cotton. In the next 4 years, a total of 65% of all garments that contain any amount of cotton will be derived from organic cotton sources.

In the present time, more than 5th of Superdry’s garments contain organic cotton and around one-third of all contain organic, recycled, and low-impact fibers like Hemp, Tencel, Yak, or Linen.

Superdry will support its organic cotton requirements through its ambitious strategy under which they will help around 20,000 farmers to adopt the latest sustainable organic cotton farming practices. This initiative is due to reach its target of 20,000 farmers by 2025, at the current rate of roll-out which is mostly based in Turkey and India. They are also 5 years ahead of the original target the company set out in 2019.

Superdry’s efforts in sustainability were recognized at the Drapers Sustainable Fashion Awards 2021 last week,  as they were announced as the winner of the ‘Positive Change Award’.

The founder and CEO of Superdry said that in every part of their business they are embedding sustainability which they believe is very important to their customers and crucial for lowering their impact on the planet. On its journey to become one of the leading global sustainable fashion brands, this is an exciting milestone for Superdry while they continue to challenge themselves and the industry.