Superdry accelerates sustainable cotton strategy by 5 years

Superdry Julian Dunkerton
Superdry will be helping 20,000 farmers adopt the latest sustainable organic cotton farming practices
// Superdry speeds up organic cotton targets by five years to 2025
// The retailer plans to produce its pure cotton garments entirely from organic cotton

Superdry has accelerated its organic cotton targets by five years to 2025, as it plans to produce its pure cotton garments entirely from organic cotton.

This will mean that 65 per cent of all garments that contain any amount of cotton will be derived from organic cotton sources in the next four years.

Superdry said that currently over a fifth of its garments contain organic cotton, and one third of all garments contain organic, recycled, and low impact fibres including Tencel, Hemp, Yak or Linen.


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Superdry also said it will be helping 20,000 farmers adopt the latest sustainable organic cotton farming practices.

At the current rate of roll out, this initiative is due to reach its target of 20,000 farmers, mostly based in India and Turkey, by 2025, which is also five years ahead of the original target the company set out in 2019.

“We are embedding sustainability in every part of the business, which I believe is important to our customers and is critical to lowering our impact on the planet,” Superdry co-founder and chief executive Julian Dunkerton said.

“While we continue to challenge ourselves and the industry, this is an exciting milestone for Superdry on its journey to become one of the leading global sustainable fashion brands.”

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