UK firm Superdry accelerates sustainable cotton strategy

Sixty five per cent of all garments containing any amount of cotton will be derived from organic sources in the next four years, according to British company Superdry, which recently said more than a fifth of its garments contain organic cotton, and a third of all garments contain organic, recycled and low-impact fibers, including Tencel Lyocell, hemp, yak or linen.

The decision is part of a strategy to support the company’s organic cotton requirements, by helping 20,000 farmers adopt the latest sustainable organic cotton farming practices. At the current rate of rollout, 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.

The company’s efforts in sustainability were recognized recently at the Drapers Sustainable Fashion Awards 2021, where Superdry was named the winner of the ‘Positive Change Award’, according to British media reports.

Julian Dunkerton, Superdry founder and CEO, said: “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. 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.”