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May 2, 2022

Superdry: Making Sustainability Their Priority

Kristina Roach
Superdry: Making Sustainability Their Priority
Superdry is on a mission to become the world’s most sustainable fashion brand by 2030.

Let’s be honest: shopping sustainably definitely feels like the right thing to do, but committing to it doesn’t always give you the same feels – especially when you’re trying to pull off champagne style on a beer budget.

The hard truth? Quitting fast fashion is one of the best things you can do for the planet – right now. And it doesn’t necessary mean skipping out on an on-trend wardrobe.

Enter Superdry. The UK fashion label made famous by David Beckham in the early ‘00s is working towards becoming ‘the most sustainable listed global fashion brand by 2030’. An ambitious mission, absolutely, but Superdry is making it possible by using low-impact materials in its garments, transitioning to recyclable packaging, running its global store network on renewable energy sources, and establishing key partnerships with notable brands, businesses, and personalities.

The latest? Brooklyn Beckham. Yep, a truly full circle moment.

But Superdry’s apparel isn’t just for buff soccer stars and their offspring. The brand’s distinctive designs, which combine Americana with Japanese-style graphics and British tailored fits, can be worn by the streetwear enthusiast and contemporary-chic dresser alike.

The range includes Men’s, Women’s, and Unisex options. Plus, everything is functional, flexible, and focused on style. Most importantly, it doesn’t cost the Earth – or your holiday fund.

And what about the Winter 2022 collection, we hear you ask? Well, Superdry’s range of puffer jackets are padded with 100 per cent recycled polyester. In fact, each jacket contains up to ten recycled bottles, which keeps those pesky plastic canisters out of oceans and landfills.

Shopping never felt so good, right?

Here are four key things you should know before heading to Superdry’s online store and clicking up a storm.

Superdry’s sustainability targets include:

  • A transition to 100% organic cotton across the entire business by 2030
  • Converting 100% of packaging to recyclable, reusable, or compostable alternatives by 2025
  • Running 100% of the global owned store network on renewable energy sources by 2030
  • Training 20,000 farmers to convert to organic production by 2025

Oh! And here are just a few things we’re ‘adding to cart’:

Tencel Boiler Suit

We love this boiler suit for its ‘pull on and go’ attitude. Slip into it, fasten the popper buttons, and ta-da! Effortlessly chic in an instant. Dress it up with some neon pumps or a chunky pair of ankle boots, or go super casual with your favourite pair of trainers. This boiler suit has been made using Superdry’s trademark TENCEL modal files, so it’s environmentally sound – meaning you can look good and do good for the planet at the same time.

Longline Sports Puffer

Nothing keeps the cold out like a puffer jacket when winter rolls around, and this longline number from Superdry definitely caught our eye. It hits just below the thigh, which means it’ll keep you nice and toasty all day long. It’s got a cool, athletic look, so it will pair well with anything in your active wardrobe, but there’s also no shame in throwing it on over a warm pair of jeans and some killer knee-high boots. Like all Superdry’s puffers, this baby is made using 100% recycled polyester padding.

High-Rise Skinny

Gen Z might say skinny jeans are out these days, but our motto? If it ain’t broke, don’t fix it. And honestly, is there anything more timeless than a sleek pair of high-rise jeans, even if they are on the tighter side? We think not. This pair will fit in seamlessly with your existing wardrobe. Plus, they’re made from a denim that’s designed to move with you. So yes, they’re skinny, but never restrictive. Team with your favourite sweatshirt and comfy trainers for an easy weekend look. 

Expedition Down Padded Gilet

Another winter warmer, the Expedition Down Padded Gilet is a must-have piece, particularly if you’re planning on hitting the great outdoors this winter… or just your local high street. It’s easy to throw on with a pair of black jeans (like the high-rise skinnies we mentioned above) and a chunky knit. It’s also the perfect post-workout comforter and will look great teamed with your activewear while you enjoy brunch with the girls.

Essential Cotton Crew

A classic crew should be part of everyone’s capsule wardrobe this winter – especially when they’re made from organic, breathable cotton. Superdry’s crews are low-fuss but high-comfort and can be dressed up or down with the right accessories. We love the soft pink, but you can also pick one up in grey or black (or why not collect the whole set?).

If you liked this article, check out some sustainable activewear brands here.

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