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  • Writer's picturemillymcdowell


Visual outcome of research into the sustainability goals of Superdry.


Superdry have committed to a number of pledges which reduce their impact to both the environment and their climate change contribution. Most goals are tailored towards 2030, in line with the 2015 Paris Agreement for reducing greenhouse gas emissions.

Superdry's founder, Julian Dunkerton has made it his personal pursuit to ensure that Superdry is the 'most sustainable listed global fashion brand on the planet'. This means 100% organic and sustainably sourced cotton (including fabric recycling), as well as the reduction of waste practices to use only compostable packaging.

Additionally, Superdry has stepped up efforts to become Leaders In Energy and Environmental Design (LEED) by working with manufactories that are transforming their environmental efficiency. One such supplier is Aquarelle in Bangalore, India which uses solar arrays for energy, rainwater capture for water treatment, and upcycling and recycling to avoid creating landfill waste.

Becoming Net-Zero by 2030 is now a cornerstone of the Superdry Identity.

However, this transformation is not just applicable to the environment. Superdry have developed their working practices to address diversity and equality in all aspects of the design process, including progression towards the removal of a Gender pay gap as well as modern flexible working. Superdry is effectively future-proofing in all of the most important ways so that they can continue to contribute to the fashion landscape indefinitely. Something which I hope other highstreet brands will follow suit with.

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