Sustainability is at the heart of Superdry

Superdry is converting all of their cotton to organic cotton – including their denim collection.
In conjunction with the highest industry standards, cultivated using only natural techniques with no artificial fertilisers or pesticides, organic cotton uses up to 87% less water than conventional farming methods.

By 2025, Superdry will have supported 20,000 farmers in converting to certified organic practices. Superdry is the only global fashion brand to make this commitment; they’re converting enough farmers to fulfil our own organic cotton requirement.

Their pocket bags are made with recycled polyester, and they’ve opted for paper jacron instead of a leather patch: small steps toward a big goal.