Sustainability and Superdry

Superdry has taken on a massive goal of wanting to “become the most sustainable fashion brand on the planet by 2030”. They aim to decrease their carbon footprint to net-zero by 2030. To reach their goal, they are considering numerous elements such as ensuring their cotton is organic and using low impact materials. This means that even their packaging will be as sustainable as possible. Superdry aims to increase their use of renewable energy by 2040, their goal is to have 100% renewable electricity in their stores, offices, franchises and main suppliers’ businesses. In 2016, over 70% of the electricity they use in their stores and offices will be from renewable sources. The brand understands the importance of reducing impact and aims to maximise recycling, reduce discarded materials in general (including zero waste to landfill) and re-use equipment and materials to others (including giving charity their unwanted products to de-brand and resell).

Superdry states they treat their suppliers with respect and that their workers are being paid fairly in safe environments. They have a zero-tolerance to the danger of life, child labour, modern slavery, discrimination and harassment. They explain that when there are any issues present for their suppliers they investigate and tackle it. Superdry has also subscribed to ethical codes based on the International Labour Organisation’s Core Conventions on Labour Standards. Superdry does not use fur in any of their products and they believe it is not acceptable to test and harm animals.

Superdry is very aware of the harmful impacts fast fashion can have on the environment and others which is why they have implanted numerous ways to tackle these issues within their brand.

This inspires me to look into the different processes of my research, design and product making to find ways to reduce my carbon footprint or maximise recycling for the benefit of the planet.