Superdry slams Asos and Primark for "jumping on sustainability bandwagon"

Superdry slams Asos and Primark for “jumping on sustainability bandwagon”

20th September 2021

// Superdry slams Asos and Primark’s recent sustainability announcements

// The retailer’s CEO Julian Dunkerton said the companies were “jumping on a bandwagon”

// Superdry said its goal is to become the most sustainable global fashion brand by 2030

Superdry has criticised rivals Asos and Primark’s recent sustainability announcements, saying they are “very late to the party”.

The retailer’s founder and chief executive Julian Dunkerton said the companies were “jumping on a bandwagon because they know they have to”.

On Wednesday, Primark unveiled ‘Primark Cares’, a set of goals including making its clothes from recycled or sustainably sourced materials, while Asos intends to make its operations carbon-neutral by 2025.

“These guys just talk about what they’re going to do whereas we’re doing it,” Dunkerton said.

Superdry said its goal is to become the most sustainable global fashion brand by 2030.

Dunkerton said that any comparison between its sustainability efforts and the plans announced by its rivals is “disingenuous'”.

“It’s very easy to put words in a document, but let’s see who delivers,” he said.

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Fashion Supply Chain Sustainability

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Fashion Supply Chain Sustainability

20th September 2021

Sahar Nazir

// Superdry slams Asos and Primark’s recent sustainability announcements

// The retailer’s CEO Julian Dunkerton said the companies were “jumping on a bandwagon”

// Superdry said its goal is to become the most sustainable global fashion brand by 2030

Superdry has criticised rivals Asos and Primark’s recent sustainability announcements, saying they are “very late to the party”.

The retailer’s founder and chief executive Julian Dunkerton said the companies were “jumping on a bandwagon because they know they have to”.

“These guys just talk about what they’re going to do whereas we’re doing it,” Dunkerton said.

Superdry said its goal is to become the most sustainable global fashion brand by 2030.

Dunkerton said that any comparison between its sustainability efforts and the plans announced by its rivals is “disingenuous'”.

“It’s very easy to put words in a document, but let’s see who delivers,” he said.

Click here to sign up to Retail Gazette’s free daily email newsletter

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